CSL Sofas Drops ‘Annoying’ Boxing Day Sales Ads For ‘Girls On Film’

Feb. 18, 2011 - PRLog -- Sofa retailer csl sofas (http://www.csl-sofas.co.uk) has broke with a TV tradition this Christmas, ditching its ‘Boxing Day Sale’ advertising campaign in favour of a multi-million pound pop video featuring a re-make of the Duran Duran hit, Girls on Film.

The 30- second ad, which cost almost £500,000 to produce, was made by pop video maestro Frank Borin who has directed videos for acts such as Alexandra Burke and JLS, as well as multi-platinum artists such as Eminem, Red Hot Chilli Peppers and Duran Duran. The ad is being backed by a £3m TV advertising campaign, running over Christmas and New Year.

csl, which is using the campaign to call time on the industry’s ‘sale ends Sunday’ marketing gimmicks, said the time had come to ‘stop insulting customers with imaginary discounts that never were’, and ‘stop irritating the public with annoying ads that scream from the TV while you’re trying to relax on your sofa.”

The retailer’s 37 year old managing director, Jason Tyldesley, said: “I think customers have grown tired of being patronised by the so-called ‘sale ends Sunday’ approach to selling furniture, particularly around Christmas time.

“We thought we’d break form tradition and instead show our customers what we’re really about: quality, stylish products, permanently at the best prices, sold in a relaxing and sophisticated retail environment. And from now on, we don’t do sales!”

Commenting on the video, Jason added: “Frank has done a fantastic job with the ad concept. It’s a great song by a great band, and who better way to show off our sofa range in the ad than a collection of sophisticated, stylish women.”

The advertising campaign coincides with the launch of Duran Duran’s latest album, All You Need is Now, which made it to number one on the charts in the UK, America, Canada and Italy within hours of going on sale.

The Girls on Film re-make, sung by relative unknown recording artist ‘Steph’, has created songs for most of the sofa retailer’s TV ads. The original version was Duran Duran’s first top ten hit when it was released by EMI in 1981 and has become one of the band’s classics.

For more information please go to http://www.csl-sofas.co.uk/ or to the YouTube page: http://www.youtube.com/watch?v=8-LCyDaQ-ls



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csl sofas, which operates from 18 stores across the UK, was established by the Tyldesley family with a single shop in Burnley in 1984. It recently announced plans to almost double the number of stores in the next five years and create 300 new jobs. Last year, despite the downturn, it reported a 51% increase in sales.