Matalan’s seasonal marketing push is designed to portray the retailer as the “go-to destination for creating a show-stopping Christmas” and uses the tagline “It’s showtime”.

The advert features a lead character who is “the director of her own Christmas show as she adds the finishing touches to her home with cinematic flair”.

Matalan marketing director Eilidh MacAskill said: “Christmas is such a wonderful time of year – full of joy, excitement and those little moments of magic – and when our customers really go all out to create something special.

“‘It’s Showtime’ celebrates that amazing feeling of putting on the perfect festive show, whether that’s decorating the tree, setting the table or welcoming loved ones through the door. For the first time, our beautiful homeware collection takes centre stage, and it’s been so exciting to see it shine. We hope this campaign inspires everyone to create their own magical Christmas masterpiece at home.”

The campaign was created with McCann Manchester. It was also ”designed to address the significant accessibility gap in advertising for visually impaired audiences”. Audio description has been integrated, ”helping to set a new benchmark for inclusivity in advertising and making it more accessible to everyone”.

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