By Gillian West | Social media manager

November 6, 2014 | 2 min read has invested £6.5m in this year’s Christmas advertising campaign inviting people to ‘Step into Christmas in style’.

Created by St Luke’s, ‘Step into Christmas in style’ launched today (Thursday 6 November) and will feature across TV, print, OOH, digital, direct and social channels. The campaign shows how Christmas is more than just a special time of the year, it’s a different world.

“We are excited to be ending this outstanding year at with our biggest ever fully integrated campaign that not only brings to life the magic and awe of Christmas but also showcases our full department store offering,” said Jon Owen, retail brands and trading director at Shop Direct, home to

The TV commercial, shot by Traktor with MPC providing special effects, plays with scale and sees brand ambassador Fearne Cotton and friends depicted as 12cm high adventurers exploring a magical Christmas living room interacting with life size gifts and products from the digital department store.

Cotton and co. also wear the latest trends from to show how the retailer covers everything from fashion to gifts as well as technology and homeware.

St Luke’s executive creative director, Alan Young, commented: “We wanted to capture the excitement of big department store shopping and Traktor have delivered this in spades.”

The latest figures from reveal the digital department store grew 23.1 per cent to deliver sales of over £700m in the last financial year.


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