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  • Balerina
  • Julien xmas

Wishes Made Fabulous

Client: Debenhams
Brand: Debenhams Stores

On Sunday 3rd November Debenhams announced the launch of its multi-million pound Christmas advertising campaign with a brand new strapline and special soundtrack from chart sensation Foxes.

For the first time, the ‘Wishes Made Fabulous’ Christmas TV ad features product from Designers at Debenhams newcomer Patrick Grant, alongside favourites Julien Macdonald, Henry Holland, Aliza Reger and Jonathan Saunders.

Airing on Wednesday 6th November - during Coronation Street on ITV - the advert follows a young couple who wish to be together for Christmas, and are reunited when the boyfriend surprises the girl in a stunning final scene on an ice rink.

On the way the audience shares in a series of wonderful Christmas moments, such as celebrating at an opulent party, a little girl and boy shaking their Christmas presents under the tree to try and guess what’s inside and two best friends skating together on a spectacular outdoor ice rink.

The soundtrack comes from artist Foxes, who has re-recorded a special orchestral Christmas mix of the anthem “Youth” with F.A.M.E.’s Macedonian Radio Symphonic Orchestra and a full choir. The track will be released on i-Tunes to coincide with the launch of Debenhams’ biggest ever Christmas campaign.

Says Richard Cristofoli, Debenhams Marketing Director: “Our advert builds on the success of our Autumn/Winter brand campaign with our new creative concept and bigger, more cinematic approach to production.

“It really captures the true sentiment of Christmas. It’s not quirky, or depressing, it’s all about celebrating moments that make Christmas special, and about making wishes come true, no matter how big or small.

“This year we are aiming to showcase more than ever the rich variety we have on offer from our unrivalled collection of Designers at Debenhams.

“This beautiful TV ad is the icing on the cake in an important year - not only are we celebrating our 200th birthday, but we will also be re-launching our international flagship store on Oxford Street following a £25 million redevelopment.”

The advert shows a series of dynamic scenes that are each momentarily frozen and transformed into a designer’s sketch.

Continues Richard: “The sketch is a key moment as it highlights that some of fashion’s biggest names have created the looks you see on screen.”

Last year Debenhams’ Christmas ad saw its hero piece, a Jonathan Saunders Edition red coat, become Debenhams’ fastest selling coat ever, with a 400% uplift in the first week of the advert and selling out online within a week.

Two hero pieces feature in this year’s advert: a Hammond & Co Nelson coat from Patrick Grant for him (£160), and a Jonathan Saunders Edition Crombie coat for her (£159).
Continues Richard: ‘These two coats are ones to watch. Beautifully designed, they are the consistent thread throughout the journey. Based on the success of our hero red coat from last Christmas, our merchandising teams have been working hard to guarantee good stock levels in preparation.”

Previous instalments of Debenhams’ ‘Life Made Fabulous’ campaign created sales lifts of as much as 383% (Matthew Williamson bikini) for the hero product featured.
Product from Saville Row designer and Great British Sewing Bee star Patrick Grant features for the first time within a Christmas ad campaign.

His clothing and accessories – including a chunky knit roll neck jumper and raw selvedge jeans - sit alongside items designed by Julien Macdonald, Henry Holland, Jonathan Saunders and Aliza Reger.

Other key items featured include a Star by Julien Macdonald jumpsuit (£65), an H! by Henry Holland robin jumper (£40) and a Reger Noir by Janet Reger lace lingerie set (£61).
Filmed in Budapest, the advert focuses on showcasing product in a series of real life moments captured in a cinematic setting.

Billie Piper of Belle du Jour fame remains the voice of the ad campaign; with the words ‘Whatever you wish for this Christmas, make it fabulous with Debenhams’ and ‘wishes made fabulous’ giving a festive twist to the familiar ‘Life Made Fabulous’ strapline.
As well as online activity on Debenhams.com, the store has also created an online hub to encourage customers to share their Christmas wishes, whether it be finding the perfect present for a friend, picking the perfect Christmas outfit or even flying across the world to see loved ones. Each week people entering wishes have the chance to win a £300 giftcard at www.wishesmadefabulous.com, and some wishes will also come true.
A strong social media campaign will also see Debenhams encouraging customers to share their favourite #wishesmadefabulous on Twitter and Facebook.

For the first time, the Debenhams advert will be shown in cinemas in the top twenty markets including ROI. The ad will also interact with the X Factor app in its premier week, and during the show the app will invite people to shop the ad instantly.

Continues Richard: “This is not just about putting an ad on TV – we want our customers and staff to share in the experience of getting excited about one of the best times of year.”

The activity was filmed on locations in Budapest and developed by agency JWT London.
Of the advert the designers say:

Says Patrick Grant: “It’s a real thrill to see the Hammond & Co clothes come to life in the Christmas advert. The Nelson coat epitomises everything that’s great about classic English style and it seems the perfect fit for our young screen hero.”

Says Henry Holland: “I'm so excited to be included in the new Christmas campaign and was delighted to see the product showcased so beautifully in the stunning ice rink scene outside the Budapest castle – bring on Christmas!"

Says Aliza Reger: “Christmas is my favourite time of year....I love the lights, I love the smells, the shopping, the anticipation and the excitement of the giving and receiving ?of wonderful gifts. This ad captures that feeling of celebration, while showing off the fantastic lingerie and designer products on offer.”

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