Well, it worked big time for Waitrose’s Perfect Gift last year, so it’s no surprise that Debenhams has followed suit with a long form boy-meets-girl festive drama. The department store, which entered administration several times before being acquired by Boohoo Group in 2021 and becoming digital only, is capitalising on its recent return to profit with “The Village at Christmas”.
The online-only store has gone for a more populist (eg cheaper) cast than Waitrose’s Keira Knightley and Joe Wilkinson for its boy-meets-girl tale. Gavin & Stacey’s Matthew Horne and Rivals’ Emily Atack star with by an ensemble cast including Kym Marsh from Coronation Street (and Pop Idol 2001); TV fashion presenter Mark Heyes; and Dreams singer Gabrielle. There’s a snowstorm, karaoke, and a rekindled childhood romance across the four-minute film.
Dan Finley, CEO of Debenhams Group, said: “It’s a time for creating new memories and reconnecting with the people, places and traditions we hold dear. We’re seeing customers planning for Christmas earlier this year, looking to spread the cost of the festive season.. that’s why we’re kicking off our Christmas campaign earlier than ever.”
It’s an in-house ad and it’s certainly a step up from recent Christmas efforts, if a bit long. A wider campaign including a 30-second trailer (again duplicating Waitrose’s 2025 campaign last year) will launch after Halloween.
MAA creative scale: 7
