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Krow and DFS are trying something new: advertising that is actually-gasp!-likeable. A new 90-second brand film, set to an emotional song by a Scottish indie artist, tells the touching tale of a young boy who suffers through a typically tough day-finding respite only at the end of it, on a big, comfy DFS sofa. The approach isn't rocket science. "By aiming to become a brand that is well-liked as well as well-known," said Hastings, "DFS hopes to achieve more sustainable and even greater success among a broader range of people." Tim Nudd, August 21, 2012, Adweek.com

Advertisers have always sought to influence and persuade - no more so than at this time of year. But since the advent of mass communications, there has been only a handful of ads that monumentally changed the way people think about a product.