Littlewoods launches pantomime-themed Christmas ad

Littlewoods, the online retailer, will launch a pantomime-themed Christmas ad tomorrow night, following a week long teaser.

The Aladdin-inspired ad features the Littlewoods brand ambassador Myleene Klass as the genie who magically appears from a lamp in the middle of a bustling bazaar.

She leads the viewer through the market, granting wishes for family members by transforming old items into the latest brands available at

Regular pantomime star Christopher Biggins features in the ad as the gregarious perfume stallholder.

The work was created by St Luke’s, with Julian Vizard taking control of creative direction, art direction and copywriting. Michael Gracey directed the films through Partizan.

The integrated campaign showcases the company’s "make your Christmas wishes come true with Littlewoods" proposition.

Two ten-second spots aired during a range of ITV programmes including Coronation Street and The Great Fire to promote a competition between 2 and 6 November.

The winners will be revealed in a 20-second ad during the first ad break of Coronation Street tomorrow, before the launch of the full 40-second Christmas ad.

Andrew Roscoe, the head of brand, sponsorship and celebrity at Littlewoods, said: "Christmas is a magical time, giving everyone the opportunity share in the festive spirit with the people that matter most to them.

"This campaign perfectly encapsulates that excitement in a variety of ways to cement Littlewoods’ position as a retailer that can help every family make their wishes come true."

Littlewoods’ media agency is Vizeum, with OMD UK handling the digital planning and buying. The campaign includes targeted Sky AdSmart ads and a partnership with I’m A Celebrity Get Me Out of Here, which Littlewoods has a licensing partnership with, from 19 November.

Littlewoods will also sponsor pantomimes throughout the country through a partnership with the Ambassador Theatre Group. In addition, an outdoor Aladdin-themed experience will be held in London, Birmingham, Liverpool and Glasgow.

Stacey Leonard, the planning director at Vizeum, said: "Anticipation is one of the core emotions most commonly associated with Christmas and this activity looks to evoke that feeling to tease an integrated and immersive brand experience.

"By then following this up with a combination of real-time, traditional, experiential and digital formats, we’ve found a way to ensure we’re delivering on Littlewoods’ aim to make this year’s festivities truly special across the country."

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