Littlewoods kicks off Christmas ad campaign

by Jacquie Bowser, Brand Republic 02-Nov-09, 08:00

LONDON - Littlewoods launched its Christmas campaign during Channel 4's 'Ugly Betty' last night with a spot highlighting that customers can pay in instalments.

The 40-second ad, created by Leo Burnett, features the tagline 'Christmas in manageable bits' to promote the fact that customers can pay for purchases by spreading payments over time.

It dramatises the "manageable bits" by showing families in snowy woodland putting together illuminated cubes to make up different items that Littlewoods sells.

Directed by Simon Willows from Blink, the TV ad is one of three produced for the campaign, which includes print and online activity running for seven weeks.

The online executions include a 'Present Picker' interactive media banner that allows users to refine the retailer's Christmas present ideas by gender, age and price point.

Littlewoods' website Littlewoods.com will also receive a Christmas makeover tomorrow.

Shop Direct, which owns Littlewoods, has also launched a Christmas campaign for another one of its brands — online retailer Very.co.uk. The Very.co.uk campaign features presenters Holly Willoughby and Fearne Cotton.