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Debenhams ‘Design’ advert

Agency: JWT, London

Client: Debenhams

Debenhams has launched a new brand identity – ‘Design in Every Department’ – being spearheaded by a new TV advert.

Last on television in 2007, the new £2million campaign from JWT has been produced to entice back lapsed and potential new customers in the lead up to Christmas.

Shot at Eltham Palace, voiced by Paul McGann, with a soundtrack of Roxy Music’s Love Is The Drug, the advert features a glamorous 40th birthday party, filled with aspirational but available fashion and homewares.

The advert was directed by Thomas Napper, well known for his commercial work, as well as his experience as second unit director on films such as Pride and Prejudice and Atonement.

His brief was to create not just an advert, but a real story with characters that customers can relate to.

“Design is at heart of everything we do and our new ad reflects that,” said Deputy Chief Executive at Debenhams, Michael Sharp.

“Our TV campaign allows us to showcase our design heritage and remind our customers what we’re about in a way that no other retailer on the high street can do. Stylish, exciting products that are accessible to everyone.

He added, “Design in Every Department brings the brand to life. It’s more than an advertising campaign, it’s about the way we do business.”

AJR
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