House of Fraser to launch upbeat Christmas campaign about quirky traditions

House of Fraser's Christmas campaign is a choreographed and upbeat effort that breaks on TV on Wednesday (18 November).

The new campaign, which was created by 18 Feet & Rising, is called "your Christmas, your rules".

The 100-second ad looks like a cross between a music video and a fashion shoot and features models singing along to You Don’t Own Me by Grace and G-Eazy.

The retailer’s message is that you don’t have to conform to a standardised image of Christmas, and that it is actually people’s quirky traditions that make the holidays special.

Anna Carpen, a creative director at 18 Feet & Rising, said: "Everyone has their own traditions and quirks at Christmas. The idea of ‘your Christmas, your rules’ encourages the nation to embrace these quirks.

"This isn’t about a postcard perfect December – nor is it anti-festive – we simply wanted to do something that would cut through the usual jingle bells."

The ad was created by Oli O’Neil and directed by Ace Norton through Prettybird. The ad was choreographed by Parris Goebel, who has worked with Beyoncé, Jennifer Lopez and Nicki Minaj. Goodstuff handled the media planning and buying.

The ad is first being pushed on Instagram before airing on TV, during an episode of Coronation Street, on Wednesday.

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