Continuing its move away from traditional Christmas style, the slot sees “a more subversive and stylish take on the season,” with the ‘Christmas is Coming For You’ campaign from creative agency 18 Feet & Rising.
It was a strategy first adopted last year when it ran with a similar music-video style ad, choreographed by one of Justin Beiber's backing dancers.
This year, it has been directed by Emil Nava and it is set to the track ‘Ready or Not’ by award winning British artist Laura Mvula.
Nigel Oddy, House of Fraser chief executive, said: “With this years’ campaign, we wanted to capture the anticipation of the season and the overwhelming excitement it brings when it finally arrives; all in the contemporary and energetic style that has become synonymous with House of Fraser. We’ve updated Christmas iconography with a creative and subversive twist to create a powerful campaign that’s instantly recognisable.”
He continued: “We want to encourage our customers to truly embrace their shopping experience this year whether that’s adding some festive magic to their home, preparing for the party season or searching for the perfect gift. Whether you are ready or not, Christmas is coming for you.”
Artist Laura Mvula added: “I'm so excited to be involved in the House of Fraser Christmas campaign and to have had a chance to record Ready Or Not. The Delfonics and the Fugees made Ready Or Not such an iconic song so to take it on and add a Christmas vibe was daunting but great fun.”
Media will be handled by Goodstuff. It will kick off with a preview during the MOBO awards Friday 4 November on ITV2. Laura Mvula will also perform the track live at House of Fraser’s Glasgow store.
View more of this year’s Christmas advertising campaigns here.