Sofology, the DFS-owned upholstery chain, has launched a £22 million television and digital advertising campaign featuring a voiceover by X-Files star David Duchovny.

The writer and actor becomes the latest high-profile figure to feature in the sofa retailer's above-the-line marketing efforts, following its earlier tie-up with Hollywood star Owen Wilson.

Sofology's new advertising campaign aired for the first time Monday and is filled with extensive CGI (computer generated imagery) used to illustrate the individual components that make up a comfortable sofa.

Called the 'Little Things' and created by agency Brave, the campaign continues Sofology's long-running aim of trying to shift the narrative away from price and promotions.

"Many people choose their sofa based on an offer, price or deadline," said CMO Andy Leadbetter.

"43 percent of people regret that choice. Considering you sit on your sofa for a good seven to ten years, it’s imperative that our messaging supports the comfort of our customers."