St Luke's Brings a Touch of Magic to Littlewoods' Christmas Pantomime

Online department store, Littlewoods, are again continuing the huge success of ‘The Littlewoods Touch’ campaign with their Christmas 2014 communications, created by retained agency St Luke’s and directed by Michael Gracey at Partizan.

On Friday 7th November, during the Coronation Street ad break, viewers will experience the magic of pantomime with an Aladdin inspired extravaganza featuring brand ambassador Myleene Klass as the genie, and everyone’s favourite pantomime dame Christopher Biggins. 

In the ad, we see Myleene magically appear from a lamp sitting in the middle of a bustling bazaar. Wearing a customised dress from the Myleene Klass range, 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.com.

During the transformations, Christopher Biggins makes his entrance as the gregarious perfume stall-holder; giving viewers a real Christmas giggle!

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. 

Traditional media, which has been planned and implemented by Vizeum, includes targeted use of Sky AdSmart and a partnership with I’m A Celebrity Get Me Out of Here from 19 November. Littlewoods will also team-up with the Ambassador Theatre Group to sponsor Pantomimes at 10 locations and provide an immersive Aladdin-themed experience at shopping centres in London, Birmingham, Liverpool and Glasgow. 

OMD is responsible for planning and booking digital media. 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."

Julian Vizard, Creative Partner at St Luke’s, said: “This year sees the Littlewoods Touch taken to an even bigger and bolder place. Our panto inspired campaign gives it the real Christmas feel; a genuinely fun campaign to create!”

Shop Direct is the UK’s fourth largest online retailer, with annual sales of more than £1.7 billion and profit before tax rising 512% to £40.4m 2013/14.