Debenhams channels Cinderella for fairytale Christmas campaign

Debenhams has become the latest retailer to reveal its festive hand as the department store chain channels Cinderella for its own fairytale campaign.

‘You Shall’, launched today, offers a modern twist on the 1697 tale by depicting a young woman lose her shoe in front of a handsome admirer while rushing off her train.

Both parties duly launch their own social media searches; #FindMyShoe and #FindThatGirl as the pair struggle to reunite shoe and foot across a snowbound city at night. Fortunately a surprise appearance from Ewan McGregor helps save the day and guarantee a proper fairytale ending.

Shoppers keen to bag their own crystal studded stiletto can pick one up in store, with Debenhams going all out to deck its halls with 326,500 metres of glitter ribbon, 242,500 baubles, 12,500 twinkle tree lights and 100,000 stars.

Customers lucky enough to live close to one of Debenhams flagship stores will also be in with a chance of winning free gifts from store staff dressed as fairy godmothers while special ‘selfie’ booths will be installed to encourage customers to share their experiences.

Richard Cristofoli, Debenhams managing director of beauty and marketing, commented: “Customers told us they expect to be entertained at Christmas. ‘You Shall’ is a modern take on a classic fairytale with finding at its core. Our story is heart-warming and uplifting. The full campaign showcases our breadth of gifts for everyone.”

Directed by Hanna Maria Heidrich and devised by J. Walter Thompson the festive short will air across TV, outdoor, social media, digital and print.

Last year Debenhams recruited Jennifer Saunders and Ewan McGregor (again) to front its seasonal push.

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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