In September, Debenhams launched its do a bit of Debenhams campaign, which celebrated the unapologetic joy of shopping. Now that the Christmas shopping season has begun in earnest, Mother has moved that campaign further into joy territory. it celebrates the unapologetic joy of successfully choosing the perfect gift and underlines the store’s position as a gifting destination that makes it easy for shoppers to discover and curate thoughtful gifts. The strapline has evolved, too, to become do a bit of you know you did good.
Ana Balarin, partner at Mother, noted, “Breaking with what has become Christmas advertising convention with this campaign, we wanted to shift the attention from the gift receiver to the person buying it, and really focus on that ‘nailed it’ moment, with which every shopping fan will identify.”
The Christmas campaign will run across all channels including TV, digital, social media and print (Facebook, Instagram, You Mag and the Metro) to support the department store’s premium gifting offer. The gift packs shown in the ad are available for purchase and gift guides, with over 1,000 gift ideas and a three million print run, will be available instore and bound into media titles, Sunday Times Style and the Mail on Sunday.
The four 20-second executions in the campaign show a gift giver’s moment of joy knowing that they’ve found the perfect gift, underscored by a signature soundtrack, Star, by Kiki Dee. The voiceover is by Jenna Coleman, the star of Victoria, Dr Who and The Cry.
Teasers broke online and on social media this week ahead of the campaign’s full debut on TV on Friday November 9 during Gogglebox on Channel 4. The ads will also appear on ITV, Channel 4 and across TV networks and video on demand in the run up to Christmas.
Richard Cristofoli, Debenhams managing director of beauty and marketing, commented, “Shoppers told us that the real joy of shopping comes from discovering the gift that you know the recipient is going to really love. We wanted to celebrate that moment.
“Department stores occupy a unique position in that they enable consumers to shop a variety of gifts under one roof – making it easy to find the perfect gift collection. With shoppers having to buy as many as 20 gifts for family and friends, we wanted to share a fist pump with the gifter rather than the giftee and celebrating those shoppers with the confidence of do a bit of you know you did good.”
Production Company: Hungry Man
Director: Ric Cantor
Producer: George Saunders
Assistant: Hannah Stone
Editing: Billy Mead @ Ten Three
Post Prodcution: Electric Theatre Collective
Sound: Sam Robson @ 750mph
Music Supervision: John Connon @ Mr Pape
Digital elements were created by the Debenhams in-house marketing and creative teams.