Debenhams has shifted tact this Christmas, bringing back its ‘Found It’ positioning with the injection of a little humor thanks to comedians Dawn French, Sarah Millican and James Nesbit.
Developed last year, the idea of ‘Found It’ was to capture that “a-ha” moment when you find the perfect gift for someone. The 2014 campaign saw children running around a Debenhams department store finding their favourite gifts.
This year, it has shifted focus to the emotion of the recipient and drafted in household-names in comedy to help the campaign become more personal.
Richard Cristofoli, marketing director at Debenhams, explained: “The ’Found It’ campaign was designed to celebrate the moment of finding and receiving the perfect gift from a loved one. It was created as a campaign idea that would have longevity, not burn out after its first year.
"Feedback on our 2014 campaign was extremely positive and we are pleased to return with an even stronger emotional connection this year.”
Each TV ad will appear as 20 and 10-second formats, featuring a different famous voices for each concept: ‘Found It For the fashionista’; ‘Found It For the dancing queen’; ‘Found It For the weekender’; and ‘Found It For the littlest one’. All six will also sit together as one 60-second execution on YouTube.
“Our campaign is multi-channel and seeks to make smart use of resource with for example, shorter length TV ads that see us deliver a higher frequency of media,” added Cristofoli
It will kick off in the primetime ITV X Factor break on Saturday 7 November. In addition, a print campaign developed by Debenhams in-house agency will run across OOH and single page executions in titles including Grazia, Shortlist, Stylist, Stella, Sunday Times Style and You magazine will appear.
National newspapers The Sun, Daily Mail, Metro, Daily Telegraph, Metro and Evening Standard also will carry executions.