House of Fraser is continuing its crusade against the emotionally pumped adverts that make their way on to screens at Christmas and will roll out a campaign this year that it hopes will help it stand out from the usual festive weepies. And once again, the brand is relying on a unique song choice to do the job.
Wooing shoppers with an “antidote to the festive fuzzy” is something the high street retailer committed to last year, steering away from heart-wrenching stories (and old men on moons) in its advert and opting instead for a high-impact spot that was choreographed by the dancer behind Justin Bieber’s videos.
It proved to be one of the most-liked ads of 2015 and so the brand is sticking to the strategy for the coming festive season.
While it has been said little on the creative execution for this year, MOBO Award nominated musician Laura Mvula (pictured) has been revealed as the voice behind this year’s ad, performing a cover of The Fugee’s track ‘Ready Or Not’.
The song was officially revealed when Mvula performed on Strictly Come Dancing's result show (30 October). The full House of Fraser ad will run during the MOBO awards on 4 November on ITV2 and ITV2+1 where the songstress will again perform the new single live during the awards.
The main campaign will then launch on 6 November during The X Factor followed by a roll out across cinema screens.
Anna Carpen, executive creative director at 18 Feet & Rising – the agency behind the ad – said: “Christmas used to be all about the number one, but now people are getting just as excited about the ads.
“We wanted to bring these two moments together for House of Fraser, and create a campaign that separates them from the usual festive and emotive ads in the market. I’m tight lipped about the ad itself – you’ll have to wait until the MOBOs to see what we’ve created alongside House of Fraser this year.”