Debenhams champions gift givers with Christmas campaign

Debenhams launches its Christmas advertising campaign this week with a concept that champions gift givers with the strapline: ‘Do a bit of you know you did good’.

The campaign, which will run across TV, digital, social media and print, supports the department store group’s gifting offer.

Four 20 second executions depict a gift giver experiencing ‘the moment of joy knowing that they’ve found the perfect gift’, alongside the soundtrack ‘Star’ by Kiki Dee and a voiceover by actress Jenna Coleman, best known for her roles in TV drama series ‘Victoria’, ‘Dr Who’ and ‘The Cry’.

Teasers break online and on social media this week ahead of the campaign’s full debut on TV this Friday (November 9) during ‘Gogglebox’ on Channel 4. The ads will also appear on ITV, Channel 4 and across TV networks and video-on-demand in the run-up to Christmas.

Viewers will see a selection of gifts presented in a luxury gift box (which customers will be able to purchase via a Christmas wrapping service that is available across all branches).

Debenhams managing director of Beauty and Marketing Richard Cristofoli said: “Shoppers told us that the real joy of shopping comes from discovering the gift that you know the recipient is going to really love. We wanted to celebrate that moment.

“Department stores occupy a unique position in that they enable consumers to shop a variety of gifts under one roof – making it easy to find the perfect gift collection. With shoppers having to buy as many as 20 gifts for family and friends, we wanted to share a fist pump with the gifter rather than the giftee and celebrating those shoppers with the confidence of ‘do a bit of you know you did good’.”

The promotion will also appear on Facebook and Instagram, and in ‘You’ Magazine and the ‘Metro’ newspaper. Gift guides with over 1,000 gift ideas and a three million print run will be available in-store and bound into media titles including ‘The Sunday Times’ ‘Style’ supplement and the ‘Mail on Sunday’.

In addition, more than 70 stores will house Christmas markets to showcase Debenhams’ premium gifting offer. Located in a dedicated store space, the gift collections will be arranged in festive huts themed by the interests of the recipient such as Live Well; Gin Palace; Coffee Connoisseur; Dapper Gent; Retro Arcade; Pink Pineapple; Academy of Colour; and Snuggle Me.

Adding to the in-store experience, a series of independent local food and drink pop-ups will launch in stores across the country including gin bars run by Pinkster, Halewood and Toad Distillery, as well as fresh ice-cream rolls by Zizo’s Gelato.

The TV ads can be viewed here:

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