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Creative

Littlewoods and St Luke's Enjoy a Magical Night for Christmas 2015

St Luke's, 1 year, 11 months ago

... but who is the mysterious figure at the piano in the Howard Greenhalgh-directed spot?

Littlewoods and St Luke's Enjoy a Magical Night for Christmas 2015

Online retailer, Littlewoods.com, is continuing the success of ‘The Littlewoods Touch’ campaign with its Christmas 2015 communications created by retained agency St Luke’s and directed by Howard Greenhalgh at Soft Target.

On Saturday 7th November during the X Factor ad break viewers will see a beautifully mysterious figure playing a new arrangement of OneRepublic’s Counting Stars on a grand piano nestled amongst snow covered trees.

As the advert unfolds we see a typically modern family preparing for the excitement of Christmas the next day. Crucial to this excitement is mum, who can be seen bringing the family together. She is tucking her daughter into bed, waiting up to ensure her son gets home and chatting to her husband who is stuck at work. After each of these sequences, the chords from the piano trigger the appearance of their perfect gifts. These gifts then appear to wrap themselves in preparation for being opened in a few hours’ time. Throughout the spot we continually return to see the pianist, in silhouette against the omniscient moon, expertly playing.

As the advert draws to a close we see that Littlewoods’ brand ambassador Myleene Klass has been the one conducting the magic.

Kenyatte Nelson, Group Marketing Director at Shop Direct Group, said:  “This work does a great job of showing how Littlewoods can help families get the presents they really want by spreading the cost in a way which captures the emotion & anticipation of Christmas Eve. It is also fantastic to be using the phenomenal talents of Myleene to play the track”

Julian Vizard, Creative Partner at St Luke’s, said: “This year we have shown how special the feeling is for mum when she knows her family are about to get exactly what they really want for Christmas”

Shop Direct is the UK’s fourth largest online retailer, with annual sales of more than £1.7 billion and annual profits of £71.7 million 2014/2015.


Credits

Campaign title: Magical Night

Client:

Andrew Roscoe (Head of Brand, Sponsorship and Celebrity) Shop Direct Group

Jo Fisher (Brand Lead) Littlewoods.com

Brief: Demonstrate the helping hand that Littlewoods offers Mum at Christmas; the ability to give the gifts they know

will really make their family’s Christmas.

Creative Agency: St Luke’s

Creative Partner: Julian Vizard

Art Director/ Copywriter: Julian Vizard & Chas Bayfield

Planner: Rachel Stewart

Business Lead: Jonathan Dale

Account Director: Amarpreet Lall

Agency Producer: Caroline Angell

Media Agency: Vizeum/OMD

Production Company: Soft Target

Director: Howard Greenhalgh

Producer: Genevieve Simmers

Editor: Matthew McKinnon at The Whitehouse

Post-production/VFX/Grade: Nineteentwenty

VFX Producer: Scott Griffin & Sally Pritchett

VFX Supervisor: Ludo Fealy

Colourist: Paul Harrison at Finish

Music production: Ed Bailey at Leland Music

Music track: Re-arrangement of OneRepublic’s ‘Counting Stars’

Audio Post-production: Ben Leeves at Grand Central

Exposure: TV, print, online


Category: Online retailers , Retail and restaurants

Genre: Music performance