Doncaster-based soft furnishing guru DFS has launched a new partnership with ITV which will “deliver an integrated advertising and content programme” in collaboration with one of the broadcaster’s most popular entertainment shows – Britain’s Got Talent.
The 19th season of ITV’s Britain’s Got Talent will see 10” DFS TVCs feature in selected episode ad breaks and VOD throughout the series. The 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 clips features the newly launched 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 also 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.
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With a high-profile promised host yet 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 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, through an online competition giving the winner the chance to win four tickets to the BGT final and £2,000 to spend at DFS.
DFS will amplify the partnership with Britain’s Got Talent through its 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.
James Brewer, marketing director at DFS said: “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, added: “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.”
The partnership with Britain’s Got Talent was developed and brokered by WPP Media’s EssenceMediacom, and will run throughout the series airing from 21 February through to May 2026.
