House of Fraser parodies popular memes in a TV and press campaign promoting the department store's brand event.
The TV ads, created by 18 Feet & Rising, show people reacting to things such as nice cushions or news that they were too late for the occasion. The films play on a loop so that they look like GIFs. The work follows House of Fraser’s Christmas spots, which marked the retailer’s first TV activity in 11 years. It was created by Alex Delaney and Oli O’Neill, and directed by Matthew Frost through Iconoclast.