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.
Campaign title: Magical Night
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
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