House of Fraser ups media spend for Christmas campaign ahead of track from ad featuring on X Factor

House of Fraser is set to increase its media spend this weekend after it was revealed the song featured in its Christmas ad will be sung by a contestant on the X Factor tonight (28 November).

The song, by artists Grace and G Eazy, is a reimagination of 1960s hit You Don't Own Me, and is the theme tune to the retailer's festive campaign that centres around contemporary dancers wearing a variety of House of Fraser clothing and accessories.

The track was relatively unknown until the 60-second ad ran for the first time during the talent show last weekend, but has since gained popularity and entered the Radio 1 playlist on Wednesday morning. As a result X Factor judge Rita Ora chose the song for contestant Lauren.

The track is produced by Quincy Jones who also produced the original You Don’t Own Me track by Lesley Gore. 18 Feet & Rising created the campaign.

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