WCRS kicks off 'sexy' Debenhams campaign

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?"