House of Fraser says 'Christmas is coming for you' in festive campaign

House of Fraser has aimed for a "subversive twist" in its Christmas campaign, which launches today with the tagline "Christmas is coming for you".

Created by 18 Feet & Rising, the ad is a fast-paced affair with dancers dressed in stylish attire against the soundtrack of Laura Mvula’s cover of the Delfonics’ classic track Ready or Not.

The spot launches tonight with a preview during the Mobo awards on ITV2 and a 40-second version of the spot will air during The X Factor tomorrow (5 November).

Similar to last year's Christmas campaign "Your Christmas, your rules", the ad appears to be a cross between a music video and a fashion shoot.

The ad was directed by music video director Emil Nava, who recently worked with Calvin Harris, Ed Sheeran and Rihanna. Goodstuff is handling the media planning and buying, while Anna Carpen, Alex Delaney and Oli O’Neill created the ad at 18 Feet & Rising.

House of Fraser has also created a 98-page glossy magazine to complement the ad, which can be found in stores this week, featuring the lead dancer of the TV advert on its cover. 

Nigel Oddy, the chief executive of House of Fraser, said: "With this year's campaign, we wanted to capture the anticipation of the season and the overwhelming excitement it brings when it finally arrives; all in the contemporary and energetic style that has become synonymous with House of Fraser.

"We’ve updated Christmas iconography with a creative and subversive twist to create a powerful campaign that’s instantly recognisable." 

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