A TV Christmas commercial inspired by hit film musical Annie leads Liverpool ONE’s festive shopping push and hits the screens tonight.

The 30-second TV spot has been created by brand and digital creative agency Loaf. 

The Manchester company won a four-way client pitch over the summer for both above and below the line creative work.

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The musical-themed commercial celebrates the 1982 film version of Annie, showing a flame-haired visitor discovering everything that Liverpool ONE has to offer in the run up to Christmas.

Accompanied by dancers executing a routine arranged by celebrated advertising and film choreographer, Supple Nam, the star sings along to a remixed version of one of the most famous songs from Annie, declaring: “I think I’m gonna like it here!”

“Paying tribute to a piece of musical theatre beloved of old and young has allowed us to capture the Christmas ‘feel good’ factor experienced by every Liverpool ONE visitor,” explained Dave Mullen, Loaf’s creative strategy director.

“Our musical execution is inspired by the famous scene where Annie visits Daddy Warbucks’ mansion home for the first time and declares: ‘I think I’m gonna like it here.’ It fits perfectly with the unique offering at Liverpool ONE of shopping, restaurants and entertainment on the waterfront.”

Donna Howitt, marketing & business performance director at Liverpool ONE added:

“We wanted to capture the experience that you get at Liverpool ONE and I’m tremendously excited about the way that Loaf Creative has enabled us do to that.”

The commercial was shot on location at Liverpool ONE and at Chief Productions’ MediaCityUK studios.

Film and commercial director Nate Camponi supported Loaf on the project, which required the construction of two full-size store interiors and more than 70 members of cast and crew.