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Debenhams brings the X-Factor to its Christmas campaign with Fleur East

Department store chain Debenhams has put the X-Factor into its 2019 Christmas campaign courtesy of singer-songwriter Fleur East.

The X Factor and I’m a Celebrity Get Me Out of Here star performs her new single ‘Size’ for two adverts in a multimillion-pound campaign which sees East play the role of a Festive fairy godmother who takes the stress out of choosing the perfect gift with a simple wave of her magic wand.

Intended to encourage more thoughtful giving the seasonal push communicates how Debenhams can help source the perfect gift from an affordable and personalised selection. A second advert will run in parallel with this message to showcase the retailer’s exhaustive collection of advent calendars.

Mark Stevens, creative director at Debenhams commented: “When it comes to buying gifts, being thoughtful can often result in more stress, added expense and visits to multiple shops. However, Debenhams is here to put the fun back into the festivities.

“We’ve thought of everything and handpicked a huge range of on-trend gifts that customers can personalise to show their family and friends they love them, without blowing the budget.

“The pressure isn’t only on in terms of time but financially too; Christmas is the most wonderful time of the year but also the most expensive, so we have extended our 3-for-2 offers on gifts to make it easier than ever to give memorable presents to the whole family.”

The ad has been created and produced in-house and will run across TV, outdoor, social media, digital and print together with in-store displays.

The Christmas message follows hot on the heels of a £3m autumn marketing push by the retailer.

To keep up with the holiday campaigns globally, see The Drum’s special Christmas Creative Works and visit The Drum’s Christmas hub.