Multi-million pound Christmas campaign by Debenhams

08 Nov '12

4 min read

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.

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