Debenhams unveiled its Cinderella-themed Christmas ad this morning and, unlike fellow department stores Marks & Spencer and John Lewis it has steered clear of cute furry creatures.
#YouShall Fine Your Fairytale Christmas tracks the fortunes of a couple who meet on a train on Christmas Eve. The woman leaves the train at her stop before the man has a chance to ask her name and in her rush to get off she leaves behind a sparkling shoe.
The pair turn to social media in an attempt to find each other and their #FindMyShoe quest even makes it to the national media. But in the end it is fate that brings them together in a tale narrated by actor Ewan McGregor.
Richard Cristofoli, Debenhams Managing Director of Beauty and Marketing, said: “Customers told us they expect to be entertained at Christmas. ‘You Shall’ is a modern take on a classic fairytale with finding at its core. Our story is heart-warming and uplifting. The full campaign showcases our breadth of gifts for everyone.”
To mark the launch of the ad, created by J Walter Thompson, the £99 Jenny Packham shoe featured in the film will be sold in store and each pair will include a signed card from the designer herself.
Flagship stores across the country – including London Oxford Street, Birmingham Bullring, Manchester, Glasgow, Dublin Henry Street and Stevenage – will enter into the spirit of the campaign with staff playing fairy godmothers to shoppers and rewarding customers with gifts including glass slipper decorations, free coffee and gift cards ‘as the clock strikes twelve’ (midday). ‘Selfie’ stations will also be in situ, encouraging shoppers to capture and share their own fun fairytale Christmas moment.
Professional theatre appearances will also take place in stores across the country giving shoppers a ‘Fairytale Christmas’ experience. The retailer has teamed up with Cinderella pantomime productions in Birmingham, Liverpool, Dartford, Milton Keynes and Bradford to bring the festive feel instore with appearances from characters in the shows as well as ticket give aways and performance.
Like the John Lewis #MozTheMonster ad, the Debenhams spot will air this evening for the first time during the ad breaks for Channel 4’s Gogglebox.