Debenhams positions gifts over fashion for 2014 Christmas campaign

Debenhams' 2014 Christmas TV ad features a group of children rummaging around a deserted store at night, searching for the perfect gift.

The 60-second ad, which is called "found it", was created by JWT London. It will premiere on TV during ITV's The X Factor on 8 November.

In a departure from previous years, the Christmas campaign focuses on gifting as opposed to fashion.

The spot, which uses Paul McCartney’s We All Stand Together as its soundtrack, features a group of children searching through Debenhams’ homeware, fashion and make-up departments. Finally, a little girl finds what she’s looking for – a teddy.

The TV ad will be backed by in-store, print, outdoor and digital executions, all featuring the "found it" strap line.

Debenhams is also encouraging social media users to share their "found it" moments for the chance to win vouchers.

Richard Cristofoli, the marketing director at Debenhams, said: "Our campaign is all about demonstrating the breadth of our offer and how Debenhams is the perfect place to find your gifts this Christmas, with ‘found it’ successfully building on one of our growth pillars of delivering a compelling customer proposition.

"As a multi-channel retailer our campaign seeks to engage with consumers with a multi-channel approach. It is a broad campaign which can play out across all media – paid and owned."

The work was written by Kat Thomas and Alex Ball, and art directed by Ronnie Vlcek and Simon Sworn. It was directed by David Edwards through Rattling Stick, while Carat handled the media.

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