The follow-up to the widely acclaimed "Spare the act" campaign, which last month added a clutch of Campaign Big Awards to its collection of accolades, highlights the retailer’s ability to help customers make the right choice for their family.
The work, again by Abbott Mead Vickers BBDO, also represents a direct progression from last year’s messaging, Georgina Bramall, head of brand and advertising at parent company Dixons Carphone, told Campaign.
She said: "It’s always a challenge to follow up the work that you’ve done when it’s had a great level of cut-through and delivered market share and sales, but we’ve got a bit of a campaign thread."
The activity includes two main 30-second executions. "Nativity" sees a woman dressing her son up in a giant pair of Bose headphones for his school Christmas play – for the benefit of her partner. In "Lights", a man uses an outdoor festive light display to direct his family’s attention to the LG OLED 4K TV in their neighbour’s house.
The spots will be accompanied by a series of movie-sponsorship idents on Channel 5, which will play on the same themes in contexts such as a family game of charades.
Bramall said the brand felt it had "missed an opportunity" last year by not finding a sponsorship deal. A number of options were considered, she added, with Channel 5 movies chosen for their close demographic fit.
The campaign idea was "built on a truism, and it’s something most of us can relate to", Bramall said, with focus groups having revealed that dropping heavy-handed hints about presents was a common aspect of the run-up to Christmas. "You’d be amazed by some of the stories you hear about how awkward things can be," she said.
The ads were written by Richard McGrann, art directed by Andy Clough and directed by James Rouse through Outsider. The media agency is Blue 449.