Online retailer Littlewoods continues to build on its successful ‘Littlewoods Touch’ campaign with a new Spring/Summer campaign created by retained agency St Luke’s.

As the annual rush to secure festival tickets kicks off, the latest Littlewoods advert, directed by Howard Greenhalgh through St Luke’s in-house production team, sees the brand’s celebrity ambassador Myleene Klass team up with X-Factor finalists Reggie ‘N’ Bollie.

In the 30 second spot we see Myleene direct the power of The Littlewoods Touch to upgrade a modest BBQ into the ultimate family festival with all the latest brands. At the heart of this transformation is the appearance of Reggie ‘N’ Bollie who appear on the main stage to perform their summer release “New Girl”, complete with their own catchy dance routine.

Kenyatte Nelson, Group Marketing Director of Shop Direct, said: “Family festivals have been a growing phenomenon over recent years and our latest campaign shows how The Littlewoods Touch can help mum create the perfect garden festival for her family and friends by spreading the cost interest free.”

Julian Vizard, Creative Partner at St Luke’s, said: “Our latest campaign shows how, with the help of Littlewoods, mums can create the perfect family get-together in a memorable and entertaining way. Reggie ‘N’ Bollie’s track is sure to be a Summer anthem, so it’s great that we have been able to make it such an integral part of the campaign”.

The ad debuted on 5th May and will appear in the Emmerdale ad break. It will run on national TV throughout the Summer and is being supported by a £3.5 million media budget, including digital, national press and social media.