Debenhams : Shoppers Shall Have Their Fairytale Christmas at Debenhams

COMPETITION FOR TOP CHRISTMAS AD COMMENCES AS DEBENHAMS TAKES INSPIRATION FROM 1697 FAIRYTALE, CINDERELLA

Leading British retailer, Debenhams is launching its 2017 Christmas campaign, 'You Shall', today. The campaign takes inspiration from Charles Perrault's classic 1697 fairytale, Cinderella.

The ad will run across TV, outdoor, social media, digital and print, as well as being brought to life in store telling the tale of a young woman who loses her shoe on a crowded train and the handsome stranger who finds it.

Viewers will have seen 20' teasers of the ad since Monday and will be able to see the conclusion of the story - and whether the pair (the women and her shoe) are reunited - online and on TV tonight during Gogglebox. Audiences will also see a familiar Hollywood face, with a cameo appearance from Ewan McGregor, who plays a pivotal role in the fairytale ending. There will be further chances to watch the ad during further primetime slots and on ITV, Channel 4, Sky, More4 and E4. A YouTube takeover kicked off the campaign at midnight last night (Thursday 9 November).

The film follows the quest of reuniting a lost shoe with the ad's heroine and a number of near misses that take place along the way. The item, a limited edition crystal studded stiletto specially created by leading British designer, Jenny Packham will also be on offer to Debenhams customers. Retailing for £99 each shoe sold in select stores and online is accompanied with a personalised signed card by the designer.

The multi-million pound campaign was filmed in July in 39 degree heat in Budapest and is the stores' opening salvo to launch Christmas trade. Directed by Hanna Maria Heidrich, who has won more than 40 international awards for her commercials and short films, the film set saw festive themed scenes created with tonnes of fake snow along with the use of a vintage steam train. The filming took place through the night to capture the atmospheric scenes.

Richard Cristofoli, Debenhams Managing Director of Beauty and Marketing, said: 'Customers told us they expect to be entertained at Christmas. 'You Shall' is a modern take on a classic fairytale with finding at its core. Our story is heart-warming and uplifting. The full campaign showcases our breadth of gifts for everyone.'

The fairytale theme is also reflected in Debenhams stores across the county. More than 326,500 metres of glitter ribbon, 242,500 baubles, 12,500 twinkle tree lights and 100,000 stars have been used across the company's 175 store estate to create a glittering ballroom to get shoppers into the mood.

Bringing the concept to life even further in flagship stores across the country - including London Oxford Street, Birmingham Bullring, Manchester, Glasgow, Dublin Henry Street and Stevenage - store colleagues will be playing fairy godmothers to shoppers and rewarding customers with gifts including glass slipper decorations, free coffee and gift cards 'as the clock strikes twelve' (midday). 'Selfie' stations will also be in situ, encouraging shoppers to capture and share their own fun fairytale Christmas moment.

For those wanting a Fairy 'Gift'mother they can appoint one of Debenhams' army of 200 personal shoppers to handpick their gifts for the season. An online reservation service enables customers to book an appointment and delegate their Christmas to an expert while they work on other tasks or simply relax in the personal shopping suite.

Professional theatre appearances will also take place instore across the country giving shoppers a 'Fairytale Christmas' experience. The retailer has teamed up with Cinderella pantomime productions in Birmingham, Liverpool, Dartford, Milton Keynes and Bradford to bring the festive feel instore with appearances from characters in the shows as well as ticket give aways and performance.

Advertising agency J. Walter Thompson London devised the 'You Shall Find Your Fairytale Christmas' ad campaign.

To watch the ad, visithttps://youtu.be/fyNhzFYP3ts

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Notes to Editors

Debenhams is a leading international, department store destination with a proud British heritage which trades out of around 250 stores across 25 countries and is available online in more than 60 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.

Debenhams has been investing in design for over 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Jeff Banks, Jasper Conran, Sadie Frost and Jemima French, Patrick Grant, Henry Holland, Julien Macdonald, Savannah Miller, Jenny Packham, Aliza Reger, John Rocha, Ashley Thomas, Justin Thornton and Thea Bregazzi and Matthew Williamson.

For more information, visitwww.Debenhams.com