The campaign, which launches on July 7, is part of a larger £16 million advertising investment being made by Littlewoods' parent company Shop Direct Group.
Alongside the TV ads, which are set on a tropical island, Littlewoods is also sponsoring Trinny and Susannah's new "Undress the Nation" show, which runs for eight weeks on ITV.
Littlewoods said the aim of the campaign was to help it meet its target to have 70% of its sales coming from its online operation by 2011.
Littlewoods trading director David Inglis said: "This integrated campaign signals our intention to maintain our position as the UK’s leading online and home shopping retailer. We have made a huge investment in developing our brand offer including launching a number of new brands as well as making significant strides in improving product quality across the range."