House of Fraser will launch its Christmas campaign ‘Be you, no matter who, this Christmas’ this week, its first brand-focused TV advertising for more than a decade.
The ad campaign, which is being kept under tight wraps for now, will run across TV, video on demand, online and on social networking platforms such as Instagram and Twitter. It will launch on TV during The X Factor and I’m A Celebrity Get Me Out of Here on November 15.
The retailer has not run TV adverts focusing on its brand since 2003, although it has promoted its festive season Sale.
The documentary-style films feature models from the campaign talking to camera as if at a casting session, discussing Christmas gifting and how they are looking forward to the festive season. The models then nominate someone special to them, who arrives on camera to be surprised with the perfect gift.
“[It] turns the traditional concept of the Christmas ad campaign on its head, opting instead for a more truthful portrayal, putting the models in front of camera as actual people,” said Jonathan Trimble, chief executive of creative agency 18 Feet & Rising, which developed the campaign. “It’s touching, funny and authentic.”
Tony Holdway, director of brand at HoF, said: “By showing real loved ones sharing gifts we’re positioning House of Fraser as the destination for fashionable gifting no matter who you’re shopping for.”