Debenhams has updated its Life Made Fabulous campaign and its autumn 2013 offering is smoother, slicker and, dare I say it, cooler than previous installments.
The big change is the soundtrack. The retailer has dropped its insanely catchy “This is the life” track, byTwo Door Cinema Club, that has been synonymous with the brand for the past two years in favour of a new tune from emerging band The Foxes.
Marketing director Richard Cristofoli says the retailer has taken “a more cinematic approach” in the ad, which is created by agency JWT London.
The ad has a Hollywood feel as scenes play out with the lead characters all decked out in Debenhams designers, which it has put at the heart of its recent advertising campaigns.
The glamorous protagonists transform into sketches from the designers’ drawing board that highlight the partnerships which Debenhams believe are the jewel in its crown.
To fit with the fresh soundtrack, the retailer has also let some of its younger design talent steal some of the limelight.
London Fashion Week favourites Preen, a design duo on Debs’ Edition format, feature in the ad, along with time-honoured designers such as Ben de Lisi. The lead singer of The Foxes also makes a cameo as a 1950s style songstress in the atmospheric ad.
Cristofoli says: “The business has a strong track record of backing new talent especially with our designers so we’re carrying on the spirit into the advertising.”
The sophisticated styling, fresh look and funky soundtrack could well attract a younger, more fashion-conscious audience to the retailer.
The ad is another step forward for Debenhams which has been steering its message away from discounting in favour of fashion over the past couple of years and it appears the one-dimensional Blue Cross Sale ads of old are well and truly banished.
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