No Christmas surprises in Grey London’s spot for Very.co.uk

It’s all about the build up to the big day in this ad for Very.co.uk by Grey London, which celebrates Christmas rituals such as silly outfits, over-the-top decorations, waking up early, giving presents, things like that.

Very.co.uk became an online-only retailer few years ago when it shed its Littlewoods heritage, and has been reaping the benefits in lockdown. At last month’s annual results, Very.co.uk broke the £2bn revenue barrier for the first time, with with customer numbers up 14.1% to 3.4m.

Javier Campopiano, European chief creative officer and creative chairman at Grey London, said: “What we’re talking about is reality, real people and real behaviours. It couldn’t be expressed in this surrealistic, magical way that many Christmas campaigns embrace.”

This ad does the job. It reminds customers that Very.co.uk is there, it’s entertaining and light-hearted enough, and it does have a great soundtrack (T Rex’s “Hot Love”), but in keeping it real, the ad has tipped into the mundane.

MAA creative scale: 5

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About Emma Hall

Emma Hall
Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.