Shop Direct has launched its £6.5m ‘Step into Christmas in style’ campaign for Very as sister brand Littlewoods debuts its pantomime-themed ad.

Very’s campaign, which launched yesterday, runs across TV, print, outdoor, digital, direct and social channels.

It aims to show how Christmas isn’t just a special time of the year, it’s “a different world”, according to St Luke’s, the ad agency behind it.

The advert depicts the face of Very, Fearne Cotton, and her friends, decked out in Very partywear, as 12cm high adverturers, exploring a Christmas living room and interacting with life size gifts and products.

Very's 'Step into Christmas with style' ad with Fearne Cotton

Shop Direct retail brands and trading director Jon Owen said: “We are excited to be ending this outstanding year at Very with our biggest ever fully integrated campaign that not only brings to life the magic and awe of Christmas but also showcases our full department store offering.”

Meanwhile, Littlewoods has opted for an Aladdin-themed ad featuring brand ambassador Myeene Klass as the genie and Christopher Biggins as the pantomime dame.

In the St Luke’s created ad, which debuts during Coronation Street tonight, Klass magically appears from a lamp sitting in the middle of a bustling bazaar.

Wearing a customised dress from her own range for Littlewoods, she then takes us through the market, granting wishes for each member of the family, by transforming old items into the latest desirable brands available at Littlewoods.

During the transformations, Biggins makes his entrance as the gregarious perfume stall-holder.

The TV campaign will be supported with press, outdoor, radio, and online, as well as a short burst of teaser activity to engage viewers before the launch of the campaign. 

It has also partnered with I’m A Celebrity Get Me Out of Here! from 19 November.

Littlewoods has also teamed up with the Ambassador Theatre Group to sponsor pantomimes at 10 locations and provide an Aladdin-themed experience at shopping centres in London, Birmingham, Liverpool and Glasgow.

Andrew Roscoe, head of brand, sponsorship and celebrity for Littlewoods at Shop Direct said: “By enabling customers to spread the cost, interest free, at Littlewoods, it means families are able to buy the latest brands this Christmas, in a way that is affordable for them. 

“This campaign is all about making Christmas wishes come true, which is something we are proud to be a part of at such a magical time of year.”