Debenhams announced the launch of its multi-million pound Christmas TV advert – the retailer’s first since 2006.
The announcement falls against a backdrop of strong full year results from Debenhams, including an increase in profits of 4.2%, online sales up 39.8%, total sales up 2.6% and like for likes up 2.3% including vat.
For the first time, the ‘Christmas Made Fabulous’ ad stars Designers at Debenhams newcomer Jenny Packham, alongside favorites Julien Macdonald and Henry Holland.
Airing on Wednesday 7th November, on each of the terrestrial TV’s biggest shows – the end of Coronation Street on ITV, Grand Designs on Channel Four and during Dallas on Channel 5 - the advert follows a woman’s journey home for Christmas.
On the way the audience shares in a series of Christmas moments such as party-goers celebrating on a balcony, a little girl dancing with her granddad and a man haplessly wrapping his gifts for his girlfriend on the train.
The advert builds on the brand’s successful ‘Life Made Fabulous’ TV campaign with the familiar sight of Designers at Debenhams working in their studios as the ad’s heroine peers through windows or passes by Henry’s, Julien’s and Jenny’s workshops.
Says Richard Cristofoli, Debenhams Marketing Director, “It makes sense to launch a Christmas campaign with a recognizable brand identity established in the consumer mind-set. And that’s what we’ve done.
“The British public love a good Christmas ad, which is why we have been building up to this moment from the start of our ‘Life Made Fabulous’ brand campaign in 2011.
‘It’s about showing customers the quality items we have on offer and communicating our unique Designers at Debenhams concept while creating that all important festive feeling.”
Filmed entirely in Britain, unlike many of its competitors, the advert focuses on showcasing product in a series of real life moments captured in a cinematic setting.
Recent instalments of Debenhams’ ‘Life Made Fabulous’ campaign created sales lifts of as much as 383% (Matthew Williamson bikini) for the hero product featured.
Other key items featured include a No.1 by Jenny Packham berry evening gown, a gold and black Star by Julien Macdonald party dress, a silver H! by Henry Holland clutch bag and a stunning Reger by Janet Reger lingerie set.
The music in the advert is a track called "Illumielle" by German composer Jo Blankernburg from the album "Elysium". Some of his most popular tracks have been used in campaigns for major film trailers including The Hunger Games, Harry Potter and the Deathly Hallows, X-Men: First Class, and How To Train Your Dragon. The track has been picked to help create a magical cinematic feel.
Billie Piper of Belle du Jour fame remains the voice of the ad campaign; with the words ‘Wherever you are this Christmas, make it fabulous with Debenhams’ giving a festive twist to the familiar ‘Life Made Fabulous’ strapline.
The Debenhams’ Christmas TV campaign will be supported by strong print advertising, with the launch ads being Aurasma enabled. This allows readers to see the TV ad on their smartphone by scanning the print version in front of them.
Continues Richard, “This is not just about putting an ad on TV – we want our customers and staff to share in the experience of getting excited about one of the best times of year.”
The activity was filmed on locations in London and Buckinghamshire and developed by agency JWT London, putting the talent behind ‘Designers at Debenhams’ in front of the lens.
Debenhams’ Christmas 2012 TV advert runs between 7th November and 15th December 2012.
Of the advert the designers say:
Says Jenny Packham, “Occasionwear is especially relevant over the festive season, so it made perfect sense for me to get involved in this project. I love seeing my dresses come to life during the balcony party scene.
“I am very proud of my new Debenhams collection and understand that customers want to see where these ranges come from. The treatment of Designers at Debenhams in the Life Made Fabulous campaign demonstrates that brilliantly without being too obvious.”
Says Julien Macdonald, “Christmas is about glamour and I am the King of Glamour! The hero Julien Macdonald dress is an attention grabbing black and gold party number that’s perfect for women who want to be seen!
“This ad captures that feeling of celebration, while showing off the fantastic designer product on offer.”
Says Henry Holland, "I love a good Christmas ad and being in one that is as epic is this is mental. We had such a good time making this and the result really gives you that excited festive feeling."
Source:
http://www.fibre2fashion.com/news/apparel-news/newsdetails.aspx?news_id=117907
