David Jones has launched its 2017 Christmas campaign, titled “Now It Feels Like Christmas”, with a heartwarming ad created in collaboration with creative agency TBWA Sydney and Maud and brand consultant Steve Sharp from Imagineer London.
The spot follows an expat Gingerbread Man in London who sets out on a journey to get home to his family in Australia, for Christmas. He doesn’t want to go empty-handed, though, so he gets a gift for every single member of his family and dear ones. On this occasion, various products available at the department store are showcased, including Chanel No 5 perfume, shoes, and sweets. His journey abruptly ends when a dog jumps all over him, making him break in two. Lukily, a chocolate crafter “fixes” him and puts him in the suitcase full of gifts for his family that he was carrying on his way home. The suitcase is then delivered to his family, that actually live in a David Jones window, as it is revealed later on.
The commercial, soundtracked by “Everybody’s Talkin'” composed by Fred Neil, ends with the gingerbread man reuniting with his family and girlfriend, whom he kisses when she shows up with mistletoe in her hands. As a bunch of kids approach the window, the gingerbreads all freeze and the tagline “Now it feels like Christmas” appears.
The spot will run on channels Seven and Nine along with Foxtel from Sunday 19th November and will also appear
in Fairfax and News Corp newspapers. The campaign will also be rolled out in David Jones’ owned channels including catalogues, in-store visual merchandising, EDMs and online.