Freemans Christmas campaign dances to 'meaningful family gifting'

By

Nigel TAYLOR

Published
Nov 4, 2022

Meaningful family gifting across fashion, home, beauty, and accessories, will be at the core for digital department store Freemans’ Christmas ad campaign, launching 5 November.

Called ‘Find The One This Christmas’ and featuring Strictly Come Dancing duo Janette Manrara and Aljaz Skorjanec, it celebrates the breadth of Freemans’ range. It focuses on exclusive designer collaborations and own-labels “that can’t be bought anywhere else”, alongside a host of famous brands. It also highlights the retailer’s free delivery and free returns promise.  

At the same time, it offers customers the option of spreading the cost of Christmas through the retailer’s flexible ways to pay.

Within the ad, a ‘circle motif’ punctuates graphics, with a nostalgic nod to Freemans’ catalogue heritage that harks back to a time when customers thumbed through and drew a ring around items they wanted to order. The more modern twist emphasises the retailer’s switch into the age of the digital department store. 

A glittering festive backdrop features throughout with Manrara showcasing a range of Freemans exclusives including Star by celebrity designer Julien Macdonald, while highlighting gifting options for the whole family. The ad culminates in a scene set around the Christmas tree with dance partner Skorjanec and friends exchanging presents.

As well as staring in the ad, Skorjanec choreographed all the dance sequences, with filming taking place in studios in London and on location on Wimbledon Common and Putney Heath. 

The retailer has opted for both 10- and 30-second options with the ad featuring a Christmas mix of the now-familiar soundtrack of ‘Do it Like This’ from Daphne Willis, which has featured in Freemans’ commercials since AW20.

The choice of voiceover talent cements its two-year partnership and sponsorship deal with Loose Women’s Nadia Sawalha, inviting us to ‘Find The One this Christmas at Freemans’. 

As well as TV ads, it will also be a full multichannel campaign across digital, social, radio, website and PR.

Richard Cristofoli, Chief Customer Officer at Freemans, said: “’Find The One’, is all about helping to position Freemans as the go-to destination for meaningful gifting this Christmas. We understand everyone is feeling the pinch and therefore our customers want to ensure the gift they pick really counts. Our wide range online enables them to browse and pick the perfect present that shows thoughtful consideration for loved ones.”