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Nov 10, 2017
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Cinderella meets Ewan McGregor and Jenny Packham shoe in Debenhams campaign

Nov 10, 2017

Debenhams is channelling Cinderella for its Christmas campaign with the company specifically citing the Charles Perrault’s 1697 original of the fairytale as its inspiration.


The retailer, which is currently transforming itself from a traditional department store into a hub for ‘social shopping’, said the ad (called You Shall) tells the tale of a young woman who loses her shoe on a crowded train and the handsome stranger who finds it.

The campaign will run across TV, outdoor, social media, digital and print, as well as being brought to life in-store.

It has been showing teasers this week and has finally unveiled the full piece of work showing the conclusion of the story available online and debuting on TV Friday evening during hit show Gogglebox. 

There’s a cameo appearance from Ewan McGregor, who plays a pivotal role in the fairytale ending.
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 shoe itself, a limited edition crystal-studded stiletto created by Jenny Packham will also be available to buy. Each £99 shoe sold in select stores and online will be accompanied by a personalised signed card by the designer.  
The company said it filmed the multi-million pound campaign in July in 39-degree heat in Budapest. Directed by multi-award-winner Hanna Maria Heidrich, it includes 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.

Marketing and beauty chief Richard Cristofoli said the campaign comes in response to customer feedback that shows shoppers want to be entertained at Christmas.


But while the company is aiming to maximise its omnichannel appeal this Christmas, its stores are clearly crucial and the campaign will be reflected by staff in its flagships “playing fairy godmothers to shoppers and rewarding customers with gifts including glass slipper decorations, free coffee and gift cards as the clock strikes 12” (mid-day, not midnight). Selfie stations will also encourage shoppers “to capture and share their own fun fairytale Christmas moment.”
Professional theatre appearances will also take place in-store 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 in-store with appearances from characters in the shows and their will be ticket giveaways and performances.

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