MFI, furniture retailer

In Loyd Grossman whose-bedroom-might-this-be style a figure, revealed to be Vic Reeves, springs around the room making himself ready for bed. The final payoff comes as he settles in under the covers and his sleeping partner is revealed not to be his new former lap-dancing wife, but comedy partner Bob Mortimer. It's a turn for MFI as the brand pushes forward its transformation from a flat-pack furniture seller to a retail chain with a reputation for well-designed, quality products. Directed by Jeff Stark and written and art directed by the Publicis creative team Stephen Glenn and Noel Sharman.