The campaign created by Alpha Century, who were appointed as lead creative agency to the £20m account following a pitch in July, launches on social on 1 November and on TV on 3 November, and aims to drive brand awareness and affinity. The new campaign will significantly differentiate Sofology from the rest of the market, who are obsessed with price and promotion and making customers think that all sofas are the same. Using the strap line ‘feel at home on a sofa you love’, the campaign is designed to raise the value of how amazing being at home is and so choosing the right sofa, an exclusive Sofology sofa, is important, as you’ll live with it every day for 7 – 10 years.Owen Wilson will feature in the TV ads as well as making a special appearance in new idents for the specialist sofa retailers’ long-standing sponsorship of Gogglebox. The campaign will also run across all channels, including digital, social and instore. CreditsAgency: Alpha CenturyDirector: Chris CottamCreative Director: Barnaby GirlingProduction Company: Alpha CenturyHero Casting: Talent Republic Agency Producer: Ed PettitAccount Management: Suzi NapierEditor: Gareth McEwen, SpeedPost production: Simona Cristea, RushesAudio: Tim Lofts, Scramble