British company hopes ads turn consumers on
By Furniture Today Staff -- Furniture Today, September 16, 2001
LONDON — An advertising campaign by a British furniture retailer and manufacturer could give a whole new meaning to the term "adult bedroom."
DFS Furniture's latest television ad campaign features a whip-wielding dominatrix dressed in black leather. It's part of a campaign with the theme, "What turns you on."
According to news agency AFX News-UK, one commercial has a scantily clad couple playing with ice cream on a DFS settee. The shot switches to the dominatrix cracking her whip against a sofa while a voiceover announcer says, "Go down to DFS this week and see what turns you on."
The ads were scheduled to run in August and September. The Independent Television Commission, which regulates broadcast standards in Britain, said it had received more than 20 complaints about the ads, but had not determined whether there was any breach of the advertising code.
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