Freemans launches its biggest ever Christmas campaign featuring ex-Strictly stars

Online department store Freemans is to kick off its ‘Find the Joy’ Christmas with a dance-filled campaign launching on TV and across all channels on the 6 November 2021, featuring well known dancers from BBC’s Strictly Come Dancing.

Flavia Cacace, Erin Boag and Ola Jordan together with brothers AJ and Curtis Pritchard, glam up in the retailer’s new collection of partywear, and dance their way through room sets, giving consumers a flavour of the gifts Freemans has to offer this year from fashion, home, toys, dining and its new fragrance shop.

The ad closes with the end frame Freemans, ‘Be More Free’ and is accompanied by a unique Christmas mix of signature sound track ‘Do It Like This’ by Daphne Willis and the voice over talent of Downton Abbey actress Joanne Froggatt.

The Find the Joy campaign is replicated across all channels and marks the brand’s biggest ever investment in the peak trading period - including digital, social, print and PR activity and supports Freemans’ ambition to become the UK’s online department store of choice this Christmas.

Richard Cristofoli, Chief Customer Officer, Freemans said: “We know from our research that the whole country is looking forward to a very different Christmas this year and what better way to celebrate than the chance to glam up, get together with friends and family, around a festive table and celebrate the joy of Christmas 2021.

“We wanted to showcase the breadth of our gift offer at Freemans with a celebratory, upbeat campaign led by a host of incredibly talented, well-known dancers who take us on a journey that highlights what we are all about this Christmas.”

The campaign premieres on tomorrow at 6.45pm in between the brand new ITV quiz show Moneyball
and will run up to Christmas.

All the ads were shot on location in the UK and yet again Freemans has moved away from using an agency, instead briefing out to independent creative directors supported by the retailer’s internal marketing and creative teams.