W. H. Smith is setting out its biggest-ever Christmas stall with 27 new
TV commercials over the next seven weeks.
Budgets are not being disclosed, but the company claims the ad blitz
will be the largest it has mounted in the Christmas run-up.
Abbott Mead Vickers BBDO, which won the creative side of the chain’s
pounds 11 million account earlier this year (Campaign, 10 May), has
produced the series of 60- and 40-second films, all of which promote
Starring the comedy actor, Nicholas Lyndhurst, the campaign builds on
its new advertising theme of ‘whatever you’re into, get into W. H.
Cilla Snowball, the Abbott Mead board account director on W. H. Smith,
said: ‘It makes the point that Smiths has products that will answer
everyone’s gift requirements. We think it will give people lots of ideas
The commercials, produced by the writer, Malcolm Duffy, and the art
director, Paul Briginshaw, were directed by Sid Roberson of Sid Roberson
Films. They break this Monday on national and satellite TV, with media
being bought by Motive.
All the films give a seasonal twist to the advertising developed by
Abbott Mead, which features Lyndhurst as all four members of a
dysfunctional family. In various guises, Lyndhurst is seen enjoying
presents of books, videos and music from W. H. Smith.
In one film, the family are driving home from a shopping trip to W. H.
Smith when they are stopped by a policeman.
The officer notices that the boot isn’t fastened and looks inside as Dad
points out the wide selection of presents.
‘Well, it looks like you lot are going to have a good Christmas,’ he
‘Why?’ she asks. ‘Are you arresting him?’