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Littlewoods unveils Christmas ad

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Online retailer Littlewoods has today unveiled its Christmas ad campaign which will star celebrity brand ambassador Myleene Klass as the company brings Santa back to its festive advertising following controversy last year.

Starring as Santa’s helper in an enchanted forest, Klass appears with a list of childrens’ names with toys and gifts and gets the help of Father Christmas in deciding if the boys and girls have been naughty of nice.

Highlighting the e-tailer’s payments offer, Klass comments at the end of the advert: “Everyone can get their perfect gift this Christmas with interest-free low weekly payments. That’s the Littlewoods touch.”

Last year, the retailer caused outrage from parents after an advert which suggested that Santa wasn’t real and received a number of complaints; as such is hoping to entice shoppers with a traditional Christmas message.

A 30-second television advert will also be accompanied by a full-integrated multimedia campaign for which the retailer has committed £4.2 million which, combined with Autumn’s campaign spend of £2.3 million, represents a 44 per cent seasonal uplift compared with the same quarter last year.

Launching online tomorrow, the ads will then run for seven weeks from Thursday November 1st 2012 across TV, print and digital.

Commenting on the campaign, Littlewoods’ Brand Director Gary Kibble said: “It’s no secret that last year’s Littlewoods Christmas advert caused some controversy among small groups of consumers.

“That was by no means our intention and we were delighted when we went on to have a record Christmas.

“With that said, we of course listened to all the constructive feedback that we received and incorporated the lessons learned into our planning for this year.

“We’re delighted that we’ve managed to develop a campaign for 2012 that really brings to life the role Littlewoods plays in delivering magical Christmases to millions of families while remaining true to the story of Santa Claus.”

Published on Tuesday 30 October by Editorial Assistant

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