Who are the actors in the Sofology adverts?

Sofology has featured two major Hollywood and British actors in its television campaigns over the past eight years: Owen Wilson and Helena Bonham Carter. Both fronted multi-million-pound advertising drives before the brand shifted to a celebrity-free approach in 2025.

Owen Wilson’s £20 million “King of Chill” campaign

American actor Owen Wilson became the face of Sofology in November 2017. The retailer reportedly spent £20 million on the campaign, which launched during a celebrity edition of Channel 4’s Gogglebox (a programme Sofology also sponsored at the time).

Wilson, whose film credits include Zoolander, Wedding Crashers, and The Royal Tenenbaums, appeared in adverts created by agency Alpha Century. The spots showed him lounging in a Malibu mansion, delivering his trademark drawl while musing on everyday comfort. The tagline was “Feel at home on a sofa you love”.

Sofology extended the partnership in August 2019 for a second series. One advert depicted Wilson so relaxed on a Sofology sofa that he couldn’t muster the energy to go surfing. Jan Duckworth, then Head of Marketing, said Wilson was “the perfect fit for us as he lives and breathes relaxation – he’s the King of Chill!”.

Helena Bonham Carter and the “Bring Imagination to Life” era

In May 2021, Sofology replaced Wilson with British actor Helena Bonham Carter. Known for roles in Fight Club, The King’s Speech, and the Harry Potter franchise, Bonham Carter brought a more theatrical, eccentric tone to the brand.

Her first campaign, “Bring Imagination to Life”, was created by agency the7stars. The adverts featured her in a quirky, art-filled home, reflecting on creativity and play. She said: “When we are children, our imagination is in full flow and I think, sometimes, as adults we let it atrophy, we forget to play, have fun and give up on dreams”.

Bonham Carter returned in January 2023 for a second campaign titled “Nothing Feels Like”, devised by The Corner London. In the advert, she arrives home to find her entire house (including her dog) upside down. The only object the right way up is her Sofology sofa. When she falls backwards onto it, her perspective flips and the room appears normal again.

The 2025 shift: no celebrities, just “So fussy? Sofology”

In September 2025, Sofology launched a new brand platform without celebrity endorsement. The campaign, “So fussy? Sofology”, was developed by TBWA\MCR and reframes being ‘fussy’ as a positive trait for customers who know what they want.

The first advert, titled “New Pet”, aired in autumn 2025. A second film followed in March 2026, featuring an ice cream maker whose meticulous craft produces miniature works of art. Both adverts celebrate attention to detail rather than star power.

Who owns Sofology?

Sofology was founded in 1974 and is based in Golborne, Greater Manchester. In November 2017 (the same month the Owen Wilson campaign launched), rival DFS Furniture acquired the company for £25 million. The Competition and Markets Authority cleared the deal, which was completed by the end of that month. Sofology continues to operate as a separate brand within the DFS group, with dozens of stores across the UK.