Last week Debenhams launched the fourth instalment of its Life Made Fabulous campaign, promoting the retailer’s star line-up of designers.
Created by marketing agency JWT London and backed by indie band Two Door Cinema Club’s This is the Life, the advert is a whirlwind 40 seconds showing fashion designers Julien Macdonald, Jasper Conran and Henry Holland finishing their autumn 12 collections.
The advert, which launched on August 29 on ITV and previewed on social media before that, cuts to a close-up of a product and pulls out to reveal the same item being worn in the outside world.
The advert ends with the strapline ‘Life Made Fabulous with Designers at Debenhams’. The aim is to promote the department store group’s line-up of exclusive product in an exciting and engaging way. The star power and fashion kudos of Britain and Ireland’s Next Top Model judge Macdonald and talent show Styled to Rock mentor Holland should rub off on the Debenhams brand.
However, the polished and sparkling ad flits between the designers and clothes so quickly as Debenhams tries to cram in as many looks as possible that it can leave the viewer a little disorientated.
But the retailer seems to know what it is doing. In the previous instalment of the campaign, promoting summer swimwear, Debenhams enjoyed a 210% sales surge of its Floozie brand.
The department store group will hope the latest instalment can replicate that success, even if it does leave the viewer dizzy from all the action.