Debenhams Christmas ad stars Jennifer Saunders and Ewan McGregor as gifts

Debenhams has launched its Christmas campaign with a high-profile cast providing voiceovers for a series of anthropomorphised gifts.

The multi-million campaign from J Walter Thompson London stars Jennifer Saunders, Ewan McGregor, Billie Piper, Strictly judge Bruno Tonioli and outgoing Bake Off host Mel Giedroyc, voicing a handbag, kidswear, lingerie, a coffee machine and a men’s bag, across six 10 and 20 second executions.

Debenhams described the campaign as an "evolution" of its campaign platform from the last two years, "Found it".

The TV will be supported by radio ads running across  stations including Heart, Smooth and Capital, along with outdoor 48 sheet and six sheet executions across 5000 sites, and print ads in Metro, Sunday Times Style, You, Fabulous, Grazia, Stylist, Marie Claire and Red.

The campaign was created by Jo Taylor for JWT, with the TV ads directed by Chris Floyd through Unltdproductions. The media agency is Carat.

Alongside the media campaign, the retailer will transform its Oxford Street flagship store into the "Found it gift factory", creating a window scheme that extends throughout the exterior façade and roof complete with pipes, cogs, wheels and funnels which give the appearance of a factory setting.

Debenhams marketing director Richard Cristofoli said: "‘Found it’ was always conceived as a campaign that had longevity; celebrating the joy of finding the perfect present for a loved one. The campaign has evolved over the past three years and started to become a part of consumer consciousness.

"We believe the new roster of famous voices and humorous scripts and the joined up campaign across all channels will help ensure we deliver cut-through and resonance during a cluttered time of year."  

Russell Ramsey, executive creative director at JWT, said: "The ‘Found it’ campaign evolves every Christmas. This year we’re focusing on the different personalities of each present. It’s product centric, fun and entertaining."

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