Schuh has launched a new Christmas campaign celebrating the emotional power of gifting through the ages, as the fashion footwear retailer builds on its Same But Different creative platform.

The campaign, titled Past, Present(s), Future, debuts this week with a 30-second film inspired by seasonal favourite A Christmas Carol, by Charles Dickens.

Created with agency ZAK and directed by London filmmaker Henry Dean, the spot follows Cazzie, a woman who’s lost her festive spark, as she’s guided by a spirit to rediscover the joy of giving, and receiving, the perfect pair of shoes.

The advert explores the changing role of Christmas gifting through different stages of life, capturing moments of teenage excitement, family connection and self-expression.

Launching today (3 November), the film debuts on the retailer’s social platform ahead of a broadcast rollout on ITVX, Channel 4 Streaming and Sky VOD from 10 November, alongside placements on Netflix, Prime Video and Disney+. #

In addition to a major out-of-home activation in Manchester, schuh is expanding into podcast sponsorships, including Saving Grace, The Girls Bathroom and Parenting Hell, as part of a wider effort to reach Gen Z and family audiences.

Neil Partington, Chief Retail Officer at schuh, said the campaign is “a celebration of gifting” and reflects the brand’s inclusive ethos. “There’s no one way to be this Christmas,” he said. “When it comes to gifting, there’s no such thing as one size fits all.”

Click here to sign up to Retail Gazette‘s free daily email newsletter