Sophie Anderton is featured sprawling provocatively in her
underwear in WCRS's new national campaign for Debenhams.
The agency has created a TV and press campaign to launch the department
store's autumn collection for its Reger designer lingerie range. It will
aim to persuade consumers to reappraise Debenhams by positioning the
brand as a stylish and modern department store.
The TV campaign comprises two 20-second spots. One commercial opens on
Anderton, the official Reger model, reclining on a fireplace with the
caption: "As the nights get colder ..." Anderton moves seductively
towards the camera and the ad continues, "come home to a real fire".
Another spot in the campaign features clothing from the designers Jasper
Conran, John Rocha and John Richmond. The work continues the "floors"
theme, launched 18 months ago, which featured various shop floors and
different designers as the camera moved from the ground up to the top
In this spot, the camera also moves up through different floors, with
each floor featuring a different designer.
The effect was created using a technique where a revolving stage was
combined with a motion-control camera to create the illusion of the
models moving effortlessly up the walls and along the ceiling of the
The campaign will also run in fashion monthly magazines and
Anderton will feature in all communications.
The campaign was written by Jo Moore and art directed by Simon
It was directed by Joe Roman through Rose Hackney Barber. Photography on
the set was shot by Jonathan Root. Media planning and buying is through
Work by WCRS last summer featured the model Caprice, clad in a swimsuit,
with the strapline: "The temperature is expected to rise this summer."
Previous campaigns included a sexy and seductive woman wearing a Gossard
Ultrabra with the strapline: "Have you seen the new lifts at Debenhams?"