Bluewater changes advertising tack in latest BHO/FCB ads

Bluewater, Europe's largest shopping complex, is trying to boost its festive season business with advertising using the theme: "Christmas is better indoors."

Banks Hoggins O'Shea/FCB produced the campaign, comprising seven executions, to remind potential visitors that Bluewater is the perfect place for their seasonal needs.

Brand Connection, which picked up Bluewater's £2 million media account in June, is planning and buying the campaign, which breaks on Monday using cross-track posters, bus sides, taxis and in press.

It marks a change in direction for the Kent-based operation, which until now has used the familiar blue backdrop as the basis of its advertising.

BHO said a change was needed to distance Bluewater from rivals using similar images and messages.

Instead, the campaign shows a couple camping in several unappealing locations.

They are shown carving a turkey, pulling a cracker and warming their hands near a flaming Christmas pudding.

The campaign was written by Jason Cascarina, art directed by Andy Lennard and shot by the photographer John Rentsen in Epping Forest.