House of Fraser launches new TV campaign

House of Fraser parodies popular internet memes for a new TV campaign promoting the store's brand event.

18 Feet & Rising created the TV and press ads for the Campaign. The TV spots show people reacting in humorous ways to things like nice cushions, or the news that they're too late for the brand event. The reactions are played on a loop so that they look like Gifs.

The new spots follow House of Fraser’s Christmas campaign, which marked the retailer's first TV advertising in 11 years, and continue the 'Be You no Matter Who' position established in December.

The ads will debut on TV today (28 April) and will be backed by radio, outdoor and online executions. The work was created by Alex Delaney and Oli O’Neill, and directed by Matthew Frost through Iconoclast.

Tony Holdway, the director of brand at House of Fraser, said: "The creative strikes a smart balance between immediate commercial activation and a long term brand building campaign.

"By using shopping truisms from our customer research, 18 Feet & Rising has created an insight rich campaign with a relatable wit and humour that will resonate with our core audience and garner wider cut through."