Bradford brand, Freemans, is pushing its ecommerce model in this year’s Christmas campaign.
Led by a 30 second TV spot, fronted by Sophie Ellis-Bextor, it will feature the tag: “exclusively online”, reflecting its shift from catalogue to online pureplay.
Aiming to be one of the first festive adds of the season, Ellis-Bextor will deliver gifts on the snow-dusted ‘Sleigh Street’, along with a Style Squad all dressed from head to foot in the latest seasonal fashion from the retailer.
The Style Squad builds on the autumn winter creative, featuring content creators, influencers and stylists.
“Tis the season to start Christmas shopping. The two-month Christmas countdown is on and most consumers are starting early to spread the cost of the festive season,” said Richard Cristofoli, Chief Customer Officer, Freemans.
“By launching now, we have two pay days to go until the big day and we’re offering more help and advice than ever before via our Style Squad, making it easier for customers to nail the perfect gift and manage their festive finances.”
The digital and social launch is today, followed by TV slots on October 26.
The reason for the early launch is following research, which showed that 36% of consumers have already begun their Christmas shopping by October, with a further 23% beginning in early November.
The TV ad uses Sophie Ellis-Bextor’s ‘Freedom of the Night’ track, which she recently performed on the Strictly results show.
“Christmas really is the most wonderful time of the year and I hope we’ve packed that special feeling into these 30 seconds,” she said.
“The festive season is about spreading cheer, giving to others, celebrating our families and friendships and yes, treating ourselves too. I had so much fun making the ad with Freemans and I hope it puts everyone in the Christmas spirit a little earlier this year.”
The created was carried out by Mullen Lowe and an in-house team. Media strategy and outputs were developed by the7stars.
“Our aim was to deliver a campaign that showcases Freemans as the destination for stylish, curated, and thoughtful gifts this festive season,” said Loren Cook, Creative Director, MullenLowe.
“This is our second campaign with the formidable Sophie Ellis-Bextor and I think anyone would be incredibly thrilled if she turned up on the doorstep with your perfect gift.”
