ARM Reels – E-Commerce – Furniture Brands Reel Review Session

For this edition of Reel Reviews, we picked the most recent TV AND Digital ads across the last 12 months.

We asked reviewers to score the ads out of five in ten different categories, from call to action’s (CTA), branding, use of talent, use of emotion and more, plus an extra box where respondents could leave comments. For Digital, we used a different set of questions, and rather than focusing as much on ranking from 1-5, we focused more on questions like ‘Does the ad make sense without sound’ or ‘Is the ad clear on a small screen’, tailored more around viewing on a smartphone.

Throughout the analysis, we’ll be mentioning terms like ‘Ad Recall’, ‘Memorability’,. Our latest Whitepaper dives deep into how brands can cut through the noise and reach consumers’ at their optimum mind state where they’re more likely to be open to advertising with the Work.Rest.Play approach. Read the full paper below.

Nick Scali TV

Nick Scali’s TV ad positions itself as a luxury furniture brand while making premium designs more accessible through sales promotions. The ad features high-quality shots of stylish interiors, showcasing elegant sofas and furnishings with an emphasis on craftsmanship, comfort, and affordability. Bold text overlays highlight key discounts, reinforcing the limited-time offer aspect. The voiceover is persuasive and likely employs urgency-driven language such as “Hurry, limited-time offer!” to drive immediate action. The background music is refined, enhancing the aspirational feel of the ad.

While the ad effectively reinforces Nick Scali’s high-end branding, it could benefit from a stronger emotional connection. Currently, it focuses heavily on product visuals without much human interaction. Featuring people engaging with the furniture—families enjoying a relaxing moment or couples designing their dream home—could add relatability. The call to action directs customers to visit stores or shop online, though integrating a digital incentive, such as a showroom invitation or online discount, could help further drive engagement.

The ad appeals primarily to middle-to-upper-income homeowners, aged 30-60, who seek high-quality furniture at discounted prices. It taps into the aspirations of luxury-seeking but price-conscious buyers who value aesthetics and durability. While visually striking, the ad could stand out more with a unique brand marker, such as a distinctive jingle or tagline, to boost ad recall.

Overall, the ad succeeds in delivering strong luxury appeal, but it could enhance engagement with more emotional storytelling and a unique branding hook.

4.4/5

Nick Scali Digital

Nick Scali’s digital ad maintains the brand’s aspirational feel but needs to cater effectively to the digital space. The visuals are sleek and well-framed, ensuring clarity on smaller screens. The brand name appears at the end of the video rather than in the first five seconds, which is a missed opportunity to reinforce recognition. While the ad works with sound on, it also makes sense without audio due to strong text overlays. However, the ad doesn’t feature a voiceover, opting for a musical backing instead.

Although the ad is memorable for its high-end aesthetic, it could be more engaging. Digital audiences often prefer fast-paced content, and if the ad’s pacing is too slow, it risks losing attention. Overall the digital counterpart is well-executed but could benefit from faster pacing.

4.2/5

DFS TV

DFS’s Winter Sale TV ad is a bright and inviting production designed to appeal to value-conscious furniture shoppers. It showcases stylish, family-friendly interiors, positioning DFS as an affordable yet aspirational choice. Sale price callouts and bold typography reinforce the promotional aspect, while fast-paced editing and upbeat background music create a sense of urgency.

Branding is clear throughout, with the DFS logo appearing prominently. The ad uses relatable talent, likely featuring families or couples enjoying their DFS sofas, which enhances warmth and connection. The voiceover is authoritative and direct, emphasizing the urgency of the sale with phrases such as “Hurry, limited-time deals!” While effective, the ad could stand out more with a distinct auditory or visual signature.

DFS targets middle-income families, young couples, and first-time homeowners looking for stylish yet affordable furniture. The messaging is strong, but incorporating real-life testimonials or in-home scenarios could enhance relatability. The CTA encourages both in-store visits and online shopping, though adding an interactive element like a QR code for exclusive deals could further improve engagement.

Overall, it’s well-branded and energetic but could benefit from a stronger unique brand signature.

4.4/5

DFS Digital

The DFS digital ad successfully translates its sale-driven messaging into a compact, mobile-friendly format. The text and visuals are legible on small screens, and branding is reinforced within the first five seconds. It remains engaging with the sound off due to clear text overlays, while an upbeat voiceover and music enhance the experience when sound is on.

While the ad is memorable for its promotional messaging, its engagement could be improved. Digital audiences respond well to interactive elements, and incorporating a countdown timer or personalised discount offer could enhance urgency. Additionally, while the ad holds attention, some viewers may disengage quickly if it is overly sales-focused without a compelling narrative.

4.1/5

Loaf TV

Loaf’s TV ad takes a distinctive approach by focusing on comfort, warmth, and personality rather than aggressive sales messaging. The visuals showcase inviting home settings, using soft lighting and playful, light-hearted moments to create an atmosphere of relaxation and enjoyment. Unlike more traditional furniture ads, Loaf’s branding is woven naturally into the storytelling rather than being overtly promotional.

The voiceover is friendly and conversational, reinforcing the brand’s down-to-earth tone. While this approach builds strong brand affinity, the ad could benefit from a clearer call to action to guide viewers toward making a purchase. Loaf positions itself as a brand for those who want furniture with personality, appealing to younger, design-conscious consumers who prioritise aesthetics and individuality over discounts.

Overall it was engaging, warm, and on-brand, but a stronger CTA could improve conversion rates.

4.6/5

Loaf Digital

Loaf’s digital ad translates well to online platforms, maintaining its quirky, engaging personality. The visuals work well on smaller screens, and the brand is introduced early to reinforce recognition. The ad is effective with or without sound, using clear text overlays alongside its conversational voiceover.

While highly memorable due to its unique storytelling approach, the digital version could benefit from a more direct call to action. Encouraging immediate engagement—such as visiting the website to explore the full collection or offering an exclusive online incentive—could improve effectiveness. Additionally, introducing interactive elements like a swipe-up link for instant browsing could help drive conversions.

4.4/5

Swyft TV

Swyft’s TV ad takes a different approach by focusing on modular, quick-to-assemble sofas that fit modern lifestyles. The visuals showcase stylish contemporary homes with an emphasis on functionality, ease of setup, and fast delivery. Quick transitions and energetic editing reinforce Swyft’s core proposition—speed and convenience.

Branding is seamlessly integrated, and the conversational voiceover makes the ad feel relatable. Unlike traditional furniture retailers that focus on discounts, Swyft prioritises lifestyle appeal, attracting young professionals and urban dwellers who value aesthetics and efficiency. While the ad is engaging, a slight increase in emotional storytelling—such as real-life testimonials—could enhance authenticity.

4.6/5

Swyft Digital

Swyft’s digital ad translates its modern branding effectively into the online space. The fast-paced, visually compelling content is ideal for digital consumption. Branding is clear from the outset, and the ad is engaging with or without sound, thanks to text overlays and concise messaging.

While the digital ad is highly engaging, it could benefit from a stronger CTA. Highlighting an online-exclusive offer or featuring a swipe-up link to shop instantly could improve conversions. The ad’s pacing and visual appeal make it stand out, but adding an emotional touch—such as user-generated content—could further enhance engagement.

SCS TV

SCS’s TV ad is centred around affordability, using bold text overlays and vibrant imagery to highlight limited-time discounts. The high-energy voiceover and promotional-heavy messaging drive urgency, positioning SCS as a go-to retailer for budget-conscious shoppers.

Branding is strong, with multiple references to the SCS name throughout. While effective for deal-seekers, the ad’s fast-paced approach might feel overwhelming. Incorporating a softer, lifestyle-driven moment—such as a customer enjoying their new sofa—could add warmth without sacrificing urgency.

4.2/5

SCS Digital

The SCS digital ad carries over the urgency and sales-driven messaging from the TV campaign. It is highly readable on small screens, with strong branding in the first few seconds. However, the fast-paced nature of the content could risk overwhelming viewers in a digital setting.

To improve engagement, the ad could incorporate an exclusive online promotion or interactive element, such as a limited-time deal countdown. The messaging is clear, but refining the pacing and visual structure could make it feel less cluttered while maintaining urgency.

4.1/5