Matalan has recruited pop star Pixie Lott for its Christmas campaign benefitting Alder Hey Children’s Hospital Charity.
Directed by Dark Energy’s Ben Jones, there are two cuts of Matalan’s Christmas commercial – 60 seconds and 200 seconds – which feature Lott singing her version of the 1986 number one ‘Caravan of Love’ and wearing an Alphabet Scarf which the retailer is selling to raise funds for Alder Hey Children’s Hospital Charity.
Matalan marketing director, Lee Pinnington, explained: “We made a decision this year to fully get behind the Alder Hey Children’s Charity and, as a result, we will not be taking the cost of promoting the Alphabet Scarves campaign out of the profits we donate, to make sure as much money as possible goes to the hospital.”
Jason Hargreaves, managing director at Matalan added the Alder Hey Children’s Hospital Charity partnership was “a perfect fit” and that the retailer was “extremely excited to be working on such a special project together this Christmas that will help us to raise much needed funds for the hospital whilst offering our customers the perfect gift for their loved ones.”
The two cuts of the advert feature illustrations from Marion Deuchars and have been designed as a visual interpretation of children’s mix and match books.
Of the advert, director Jones said: “It was a great film to work on and the complexity of building the nine different changing screens within the book were a real challenge. I really love Marion’s work and it was amazing that she agreed to help us on the project. Her illustrations and animation are fantastic and really give the film a beautiful charm.”
Caravan of Love will be released as Lott’s Christmas single and will feature on her forthcoming album ‘Platinum Pixie’, 20p of every single sale will go straight to the charity. Lott commented that she was “honoured to be involved” with the campaign and that she was “delighted to be singing and releasing the beautiful Caravan of Love”.
The advert will be shown during ITV’s The X Factor in the run up to Christmas. Money raised from the sale of Alphabet Scarves will go towards a state-of-the-art children’s hospital, education and research centre ‘Alder Hey in the Park’ planned to open in 2015.