House of Fraser Christmas campaign ‘Christmas is Coming For You’ celebrates the anticipation before Christmas and the festive whirlwind that envelopes you when it arrives
The commercial is set to a cover of the Delfonics ‘Ready or Not’, sung by award winning singer/songwriter Laura Mvula
House of Fraser yet again eschews traditional Christmas iconography for a more subversive and stylish take on the season
London, 4th November 2016:
House of Fraser today announced the launch of its 2016 Christmas brand campaign ‘Christmas is Coming For You’. Celebrating the slow building anticipation of the festive seasons arrival, and the all- encompassing excitement when it finally arrives, ‘Christmas is Coming for You’ does it all with a fast- paced and fashionable House of Fraser twist.
Nigel Oddy, CEO at House of Fraser said: “With this years’ campaign, we wanted to capture the magical anticipation of the season and the overwhelming excitement it brings when it finally arrives; all in the contemporary and energetic style that has become synonymous with House of Fraser. We have updated Christmas iconography with a vivid and creative twist to create a powerful campaign that’s instantly recognisable.”
Set to the iconic song ‘Ready or Not’ by award winning British artist Laura Mvula – originally written and recorded by The Delfonics in the 1960s and later sampled in the 1990s by the Fugees – the soundtrack is sure to resonate with multiple generations. Laura debuted ‘Ready or Not’ on the Strictly Come Dancing Halloween special on 30th October.
Laura Mvula commented: “I'm so excited to be involved in the House of Fraser Christmas campaign and to have had a chance to record Ready Or Not. The Delfonics and the Fugees made Ready Or Not such an iconic song so to take it on and add a Christmas vibe was daunting but great fun.”
Nigel Oddy, CEO at House of Fraser, added: “We understand Christmas can give the feeling of trepidation but we want to encourage our customers to truly embrace their shopping experience this year whether that’s adding some festive magic to their home, preparing for the party season or searching for the perfect gift. Whether you like it or not, Christmas is coming for you.”
Directed by award-winning Director Emil Nava (who recently worked with Calvin Harris, Ed Sheeran and Rihanna), the scene is set in a white abstract forest with a mysterious swirling pink mist. The modern heroine covets the seasons’ hottest handbags; close but not quite within her reach. A dapper gent sleeps soundly in his chair, blissfully unaware of what’s creeping up on him until he is hit by a festive force of glitter and suddenly Christmas arrives, ready or not.
An army of strong and confident dancers are seen in a host of subversive Christmas settings including an opulent dining table in the sky, playful giant chess pieces and an abundance of angular white blazing Christmas puddings. Each scene challenges the usual festive clichés and is underpinned by a sense of excitement and an abundance of style.
The Christmas is Coming For You campaign has been produced by creative agency 18ft & Rising. The campaign with media buying by Goodstuff launches with a preview of the advert during the MOBO awards on Friday 4th November on ITV2 and ITV2+1. Cinema viewers will be able to see a special 60 second version throughout November and December and the full 80 second version will be available on YouTube.
The advert can be viewed at press.houseoffraser.co.uk or www.youtube.com/houseoffraser.
Notes to Editors:
The advert is previewed during the MOBO Awards on 4th November
Creative agency - 18 Feet & Rising
Media agency - Goodstuff
Director – Emil Nava
Choreographer – Suzette Brissett
The advert is set to the track ‘Ready or Not’ by Laura Mvula which will be released on 4th
The advert can be viewed on youtube.com/ houseoffraser or at press.houseoffraser.co.uk
About House of Fraser House of Fraser is a premium department store group with 59 locations across the UK and Ireland. As one of the best known names on the high street, House of Fraser has presented customers with an unrivalled nationwide premium department store for over 165 years. The company completed its sale to Nanjing Cenbest on 2 September 2014 marking an exciting beginning for the company under Chinese ownership. The Group’s record annual sales (ex VAT) for 2015/16 were £1.3bn and the Group employs over 6,000 House of Fraser staff and over 11,000 concession staff trading on over 4 million sqft of selling space. Customers can shop at House of Fraser from www.houseoffraser.co.uk.
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