DMB&B is to put the House of Fraser back on to TV next week in a pounds
3 million campaign that will be the department store’s first major
advertising since its stock-market flotation in spring 1994.
The commercial, which runs with the new line, ‘See House of Fraser for
details’, is set on a deserted beach. It opens on a shot of a woman
leaning seductively against a pole. The camera then zooms in on her hand
to show her rings.
The spot shifts between images of the woman - who is next seen in a
suit, then in double wearing an evening dress - and a man who is
running towards her. Throughout the ad, the camera zooms in on details
of their clothing, including buttons, a tie and a lace hem.
The black-and-white commercial was directed by Fabrice Carazo through
Pink Films. It was written by Tim Langford and art directed by David
House of Fraser’s return to TV follows the appointment of new management
and extensive market research.
Meg Gilmore, the House of Fraser marketing director, said: ‘We want to
get away from sales activity and price promotion to establish the more
important reasons for shopping. People come to department stores for
service, labels and quality.’
The DMB&B account director on the business, Malcolm Peters, commented:
‘The film carves out a unique positioning for the brand, using striking
cinematography and zooming in on design elements, and there is a twist
you wouldn’t expect.’
House of Fraser, which owns 51 stores under 16 different names -
including Dickins and Jones, D. H. Evans and Army and Navy - will run
press, poster and bus-side advertising to support the TV work. New
executions to promote homeware and gift ideas will appear between now
Media buying is through the Media Centre.