Freemans is debuting its new Christmas campaign, starring Sophie Ellis-Bextor.
For the first time, the Bradford-based digital department store, is going online-only with the commercial.
The 30second film will run across digital channels, including YouTube, Instagram, shopping sites and its own website from today.
Ann Steer, CEO of Freemans said they chose to go online only after “tens of thousands of fans” streamed last year’s ad and stopped it at several points to view and shop outfits.
READ MORE – Freemans underlines ecommerce as Sophie Ellis-Bextor hits Sleigh Street
“Every outfit featured in the 2024 Freemans festive ad was a sell-out. This year we’ve made our Christmas commercial sleeker and simpler, with a few seconds more between each outfit for fashion fans to view the yuletide looks and put in their order,” she continued.
Ellis-Bextor returns to a snow-dusted Sleigh Street, swapping outfits for each house she goes to – with “a crucial few seconds” for viewers to pause the online ad so they can search for the clothing.
It’s soundtracked by the singer’s Freedom of the Night song, which peaked at No2 in the UK singles chart after being featured in last year’s commercial.
The October launch comes following research that showed 41% of consumers have already started their Christmas shopping this year, up 13% on 2024.
