House of Fraser is this week launching its Christmas campaign ‘Be you, no matter who, this Christmas’, from creative agency 18 Feet & Rising, which leads with the retailer’s first brand TV campaign in over a decade.

The ad campaign runs across TV (60, 40 and 20 second spots), VOD, online and social through Instagram and Twitter. The TV spots launch on Saturday 15 November on ITV during The X Factor and I’m a Celebrity Get Me Out of Here. The media agency is Goodstuff.

The documentary style films feature models from the campaign talking to camera as if at a casting session, discussing Christmas gifting and how they are looking forward to the festive season. The models then nominate someone special to them who arrives on camera to be surprised with the perfect gift.

The director of the films is Jennifer Vendetti, a renowned US casting director, and documentary filmmaker, known for her ‘street scouting’ real people for advertising, fashion and film on behalf of top photographers, designers and directors.

The campaign is also the first national launch of House of Fraser’s new positioning, with its tagline ‘Be you no matter who’.

Jonathan Trimble, CEO, 18 Feet & Rising, says: “It’s great to see House of Fraser back out there in such a strong and authentic way.”

Tony Holdway, Director of Brand, House of Fraser, adds: “We’re so excited to present a fresh and original multichannel campaign that will resonate with customers as they shop for the perfect present this Christmas.  By showing real loved ones sharing gifts we’re positioning House of Fraser as the destination for fashionable gifting no matter who you’re shopping for.”