DFS has launched a new partnership with ITV which will deliver an integrated advertising and content programme in collaboration with one of ITV entertainment show, Britain’s Got Talent.
The 19th season of ITV’s Britain’s Got Talent has kicked off and will see DFS TV commercials (TVCs) feature in selected episode ad breaks and VOD throughout the series. The contextual TVC creative, developed in collaboration with ITV, is designed to echo the audition format of the popular show and bring to life DFS’ focus on helping customers ‘find their thing’.
The creative features the Amanda Holden x DFS Showstopper sofa ‘auditioning’ on the BGT stage. Alongside the TVC, DFS will also sponsor the audition show galleries on BGT’s Instagram, Facebook and TikTok channels.
DFS’ presence in Britain’s Got Talent extends backstage, with the furniture retailer providing bespoke sofas for the judges’ green rooms and the contestants’ backstage area that incorporate the BGT star design and red, white and blue colour palette.
Viewers and followers will be given the opportunity to experience BGT themselves and to ‘find their thing’ with DFS, thanks to an online competition giving a winner the chance to win four tickets to the BGT final and £2,000 to spend at DFS.
DFS will amplify its new partnership with Britain’s Got Talent through organic social channels, influencer marketing partnerships, CRM, in-store digital content, and with an experiential pop-up at selected DFS stores throughout the spring.
James Brewer, marketing director at DFS, says: “We’re excited about our new market-leading partnership with ITV, which puts DFS in the heart of the action in one of the nation’s favourite shows. With rich cross-channel activity including on set sofas and exclusive backstage content, the partnership allows us to be a part of Saturday night family entertainment in a way that we think our customers will love. We’re looking forward to seeing contestants and customers get involved and continuing to find new ways to share fun, family moments with our audiences.”
Bhavit Chandrani, director of BE Studios at ITV, says: "We're incredibly proud to team up with DFS on a show as loved as Britain’s Got Talent. By bringing the fun of the audition process into the ad breaks, we’ve created something that feels like a natural fit with the show. It’s a fantastic example of how BE Studio works with brands to create authentic stories that really resonate with our audience."
Dean Kelly, senior brand partnerships manager at Fremantle, adds: “We’re absolutely thrilled to be partnering with DFS. Britain’s Got Talent is all about celebrating creativity, personality and unforgettable moments, values that align perfectly with DFS’ commitment to helping people ‘find their thing’. Bringing DFS into the heart of the show creates natural, joyful opportunities for storytelling that we know audiences will love.”
The partnership will run throughout the series to May 2026.
