Following the launch of its autumn/winter advertising campaign in
September, Shop Direct-owned Littlewoods has begun to air its
Christmas commercials. The Christmas campaign launched on the
Littlewoods website and social channels on Wednesday, 31st
October. The adverts will then run for seven weeks across TV,
print and digital.
Last year, Littlewoods’ Christmas ads received more than 400
complaints that they ruined the tradition of Christmas by
revealing that parents do all the shopping. Gary Kibble,
Littlewoods’ brand director says, “It’s no secret that last
year’s Littlewoods Christmas advert caused some controversy among
small groups of consumers. That was by no means our intention and
we were delighted when we went on to have a record Christmas.
With that said, we of course listened to all the constructive
feedback that we received and incorporated the lessons learned
into our planning for this year.”
As a result, he says Littlewoods has developed a campaign that
“really brings to life the role Littlewoods plays in
delivering magical Christmases to millions of families while
remaining true to the story of Santa Claus.” The mail order
retailer has developed a multimedia campaign starring Myleene
Klass as Santa’s helper. In keeping with the creative concept of
Littlewoods’ autumn campaign, which featured “the
Littlewoods touch”, the Christmas treatment highlights how
by shopping with Littlewoods, customers can spread the cost of
Christmas.
Littlewoods has committed an additional £4.2 million to the
Christmas campaign. When combined with the £2.3 million
invested in above-the-line activity for autumn, this represents a
seasonal uplift of 44 percent when compared with the same quarter
last year.
The ads were developed in conjunction with Littlewoods’ retained
creative agency, St Luke’s. The traditional media and digital
tactical campaigns were planned and booked by Carat and myThings
respectively, while the television advert was directed by
filmmaker Christian Bevilacqua.
In related news, Littlewoods has broadcast the second instalment
of its Facebook TV show. Featuring television present Suzi Perry,
best known for fronting Channel 5’s Gadget Show, this edition of
Littlewoods Live aired on 24th October. Following on from its
first foray into Facebook with Laurence Llewelyn-Bowen, which
only featured on Facebook, the second show was also available to
stream live from the Littlewoods website. It retained the
Dot.Talent agency to work on the project.
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