DFS has launched its latest through-the-line campaign as well unveiling a series of sponsorship idents for ITV1’s latest series of Dancing on Ice.

The through-the-line campaign has been devised by Sheffield-based Uber, the lead agency for the account, and takes the form of a cinema ad, which also made up a percentage of the firm’s Christmas TV media.

The ad portrayed a wintry scene and a penguin from the spot also made a brief cameo appearance at the end of the sofa firm’s main, ‘DFS stands for…’ television ads. Uber also created a poster campaign to supplement the work.

The sponsorship idents for Dancing on Ice have been designed by Leeds-based retail marketing agency, Gratterpalm.

The agency has developed a set of 15, 10 and five-second idents, to be aired at the beginning and end of the main two-hour show and the later results show, and around both ends of the commercial breaks.

The series, which started this month, runs for 10 weeks. The project represents Gratterpalm’s first sponsorship ident work for DFS.