Housewares Business-to-business magazine for housewares retailers and their suppliers
Award-winning British singer Laura Mvula surprised commuters at London’s Victoria Station last Tuesday (November 8) with a performance to celebrate the launch of House of Fraser’s Christmas ad campaign.
The retailer’s commercial is set to a cover of ‘Ready Or Not’ – originally written and recorded by The Delfonics in the 1960s and later sampled in the 1990s by the Fugees – sung by Laura, who debuted it on BBC1’s ‘Strictly Come Dancing’ Halloween special on October 30.
She commented: “I’m so excited to be involved in the House of Fraser Christmas campaign and to have had a chance to record ‘Ready Or Not’. The Delfonics and The Fugees made ‘Ready Or Not’ such an iconic song, so to take it on and add a Christmas vibe was daunting but great fun.”
The department store group’s campaign, ‘Christmas is coming for you’, celebrates the anticipation of the festive season’s arrival, and the excitement when it finally arrives.
House of Fraser chief executive officer Nigel Oddy said: “With this years’ campaign, we wanted to capture the magical anticipation of the season and the overwhelming excitement it brings when it finally arrives; all in the contemporary and energetic style that has become synonymous with House of Fraser.
“We have updated Christmas iconography with a vivid and creative twist to create a powerful campaign that’s instantly recognisable.”
He added: “We understand Christmas can give the feeling of trepidation but we want to encourage our customers to truly embrace their shopping experience this year, whether that’s adding some festive magic to their home, preparing for the party season or searching for the perfect gift. Whether you like it or not, Christmas is coming for you.”
Directed by award-winning director Emil Nava (who recently worked with Calvin Harris, Ed Sheeran and Rihanna), the scene is set in a white abstract forest with a swirling pink mist.
The modern heroine covets the seasons’ hottest handbags; while a dapper gent sleeps soundly in his chair, blissfully unaware of what’s creeping up on him – until he is hit by a festive force of glitter and suddenly Christmas arrives, ready or not.
An army of dancers are seen in a host of subversive Christmas settings including an opulent dining table in the sky, giant chess pieces and an abundance of angular white blazing Christmas puddings.
House of Fraser said each scene is designed to challenge the usual festive clichés and ‘is underpinned by a sense of excitement and an abundance of style’.
Cinema viewers will be able to see a special 60-second version of the ad throughout November and December and the full 80-second version will be available on YouTube.
House of Fraser operates 59 locations across the UK and Ireland.
