National upholstered furniture retailer DFS has launched a new partnership with ITV, which will deliver an integrated advertising and content programme in collaboration with one of ITV’s most popular entertainment shows – Britain’s Got Talent.
The 19th season of ITV’s Britain’s Got Talent has kicked off and will see 10” DFS 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 famous audition format of the popular show and bring to life DFS’s focus on helping customers ‘find their thing’.
The creative features the Amanda Holden x DFS* Showstopper sofa ‘auditioning’ on the BGT stage, receiving the golden buzzer for its style, quality, comfort and great value for money attributes. Alongside the TVC, DFS will also sponsor the audition show galleries on BGT’s Instagram, Facebook, and TikTok channels.
DFS’s 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 iconic BGT star design and red, white and blue colour palette. As well as bringing comfort to those waiting to take to the famous BGT stage, the sofas will also form the set for bespoke social content, filmed throughout the live shows, with an exciting host to be announced.
Contestants will be invited to take a seat with DFS for light-hearted interviews and fun sofa games, producing a series of entertaining, shareable videos that will be showcased across DFS and BGT’s social channels. Viewers and followers will also be given the opportunity to experience BGT themselves and to ‘find their thing’ with DFS, thanks to an online competition giving a lucky winner the chance to win four tickets to the BGT final and £2,000 to spend at DFS.
DFS will amplify their 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, offering customers the chance to sit on the BGT sofas, play games, and capture photo moments.
Speaking on the partnership, James Brewer, Marketing Director at DFS, commented: “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, said: “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’s 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 with Britain’s Got Talent, developed and brokered by WPP Media’s EssenceMediacom, will run throughout the series through to May 2026.
