Littlewoods unveils Christmas campaign
Online department store Littlewoods has unveiled its Christmas 2012 advertising campaign starring celebrity brand ambassador Mylene Klass.
The retailer has developed a fully integrated multi-media campaign featuring Santa with Klass as his beautiful helper. In keeping with the creative concept of Littlewoods’ autumn campaign, which featured ‘the Littlewoods touch’, the new treatment aims to convey how shoppers can spread the cost of Christmas by taking advantage of the retailer’s interest free payment offer.
The 30-second television adverts open with Santa landing his sleigh in a wintry forest. Children dressed as Christmas fairies and tin soldiers are shown approaching Klass with a list of boys’ and girls’ names and a series of toys and gifts on plush pillows. Santa then advises Klass on whether each of the recipients on the list has been naughty or nice throughout the year.
A voiceover from Klass concludes: “Everyone can get their perfect gift this Christmas with interest-free low weekly payments. That’s the Littlewoods touch.”
The £4.2 million campaign launched yesterday on the Littlewoods website and social channels. The adverts will run for seven weeks from across TV, print and digital.
Last year the retailer’s Christmas campaign attracted criticism from parents after an advert suggested that Santa wasn’t real.
Brand director for Littlewoods, Gary Kibble, said: “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. We’re delighted that we’ve managed to develop a campaign for 2012 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.”
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