Hilarious new idents for DFS’ sponsorship of Friday Nights in on 4

dfs friday nights in on 4

London-based krow is behind a new series of idents created for DFS’s sponsorship of Channel 4’s Friday Nights in on 4.

The video shorts celebrate the joys (or should that be highlighting the perils?) of getting ‘too comfortable’ in your own living room.

DFS idents on 4

Breaking on 23 April, the 10-second idents centre on a couple who might have found themselves getting a little too relaxed in each other’s company after a year of lockdown – from unconventional outfit choices to off-putting personal habits, not to mention a misguided revelation of a celeb crush.

Each film ends with the line ‘Careful, you may get too comfortable’, a playful warning to the viewer that, with a comfy DFS sofa and some great Channel 4 programming, they may also get “too comfortable”.

Nick Ashworth, Marketing Director at DFS said: “We are delighted with the sponsorship idents. 

“It’s a great balance of real insights and humour to contextually fit with Channel 4’s Friday Nights In programming”

John Quarrey, CEO of krow, Group said: “This series of idents, are designed to delight the Friday Nights in on 4 audience and ensure that DFS is top of mind next time the question of a new sofa pops up.”

There are a total of 10 films in all and they will run on Fridays on Channel 4 from 6pm – 11pm, between 23 April and 18 June. 

Media planning and buying is by Mediacom.