Fashion-forward online department store, Very.co.uk, is set to launch its Christmas marketing drive with its most original and high-octane campaign to date.
The concept of the campaign, which stars longstanding brand ambassadors Fearne Cotton and Holly Willoughby, centres around the idea of Very.co.uk as the style superhero that resolves all of its customers’ gift-related dilemmas in the run up to Christmas.
View the spot below:
Monday 5th November sees the launch of the Christmas TV execution, which opens on the stylised Very.co.uk HQ – a bustling hi-tech facility with huge screens and glamorous workers conducting experiments on this season’s must have toys and electricals. An alert is announced on the big screen in the background and Holly and Fearne appear in the control room.
They look up at the big screen in front of them, on which a girl appears looking slightly anxious. Announcing her dilemma, she says: “I sorted all my presents.” We see a pile of beautifully wrapped gifts before she reveals that her boyfriend said “he’d sort his family”. Now we see the boyfriend’s attempt at wrapping several half-wrapped, lumpy and bumpy gifts with a stuffed seagull’s head visible through the paper of one.
Holly gasps and hits a large pink button. Bells sound and ‘BAD GIFT ALERT!!!’ flashes on a big screen.
Instantly, everyone in the HQ jumps into action as futuristic screens flash up showcasing the season’s must-have gifts. Style superheroes wearing Very.co.uk uniforms jump down chutes in the wall holding packets of presents for the girl. A helicopter then lifts from the secret tunnel leading down to HQ.
The messengers appear again, parachuting down towards the suburban landscape. The messengers run toward the girl’s house, the door opens and they hand over the gifts.
Back at HQ, everyone watches the screen in anticipation. We then cut to the living room on Christmas Day and the boyfriend’s Mum has just received her present and is opening it. She holds up her gift, saying “Oh how did you know? It’s lovely.” Holding a bottle of perfume, she is moved by the thoughtfulness of her son. The boyfriend revels in his praise as the greatest gift giver in the world, whilst our girl rolls her eyes, letting him enjoy the moment. She gives a wink to the girls in the HQ.
Fearne says: “Ladies, that’s a wrap!” Everyone in the control centre leaps to their feet applauding. The voiceover announces: “Order before 9pm for free next day delivery.”
The Christmas campaign will run across TV, print and digital in the run-up to Christmas from Monday 5th November.
Very.co.uk worked with its retained creative agency, St Luke’s, to develop the concept for the ‘Style Superhero’ campaign.
Carat and myThings respectively booked the traditional media and tactical digital media campaigns, while the TV advert was directed by Henrik Sundgren.
Creative agency: St. Luke’s
Creative Director: Al Young &Julian Vizard
Copywriter: Ed Redgrave
Art director: Dave Wigglesworth
Planner: Dan Hulse
Media agency: Carat
Production company: ACNE productions
Directors: Henrik Sundgren
Editor: Tim Thornton-Allan
Music production/track: Morgan Van Dam
Audio post-production: Grand Central
Exposure: National TV Campaign: 5th November – 12th December