SohoSoHo Showreels Directory Menu celebrates community values in new Christmas campaign from St. Luke’s

15 November 2019, the online retailer owned by Shop Direct, is launching its 2019 Christmas brand campaign through November and December, with a new TV commercial that enourages customers to “Get more out of giving” this Christmas.

Created by St. Luke’s, the campaign features TV, digital, print, OOH and social media activity, including the 40-second ‘Pass The Parcel’ brand ad that celebrates bringing a community together in the heart-warming animated style for which Very has become renowned.

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Featuring the well known song ‘Feel The Love’ by Rudimental, reimagined by The Social Singing Choir, the TV ad tells the story of a community that comes together to give Sidney, a lonely man, a Christmas that he’ll never forget. The community races to pack a bright pink Very cube shaped parcel full of Christmas delights to make the festive season special for their neighbour. The advert finishes with Sidney receiving the gift and his neighbours celebrating Christmas with him.

Andrew Roscoe, head of brand at Shop Direct, which operates Very, said:
“It has been a real joy bringing together the characters from our previous campaigns as a community who care and support each other. The Social Singing Choir are the real life embodiment of that community and they each have personal stories why being part of the choir is important to them. We believe you get more out of giving, and this powerful message is especially important at this time of year.”

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Additionally, bespoke Black Friday commercials will air from 16th November, to demonstrate that the multi-category retailer sells a wide and varied range of desirable brands. These spots add to the overall story by showing how the street was lit up, providing a big switch-on moment.

A separate ‘behind the scenes’ film will run on YouTube and Facebook from 1st November. This features The Social Singing Choir from Margate as they record the soundtrack, talking about their emotional life stories and how the choir has supported them through challenging times.

Neil Henderson, CEO at St. Luke’s, commented:
“Brand distinctiveness in all channels is the name of the game at Christmas and for this year’s Very campaign we are using the famous pink box icon to ensure maximum standout in every touchpoint when it matters most.”

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Carly O’Brien, Chief Marketing Officer, Very
Andrew Roscoe, Head of Brand, Very
Kim Pritchard, Senior Brand Lead, Very
Beth Chester, Brand Executive, Very
Zoe Redmond, Brand Executive, Very

Creative Agency: St. Luke’s London
Campaign: TVC, digital, print, OOH and social media activity
Campaign and Brand Ad title: Pass The Parcel
Chief Creative Officer: Alan Young
Creative Partner: Julian Vizard
Art Director: Joanne Boyle
Copywriter: Hannah Talbut
Agency Producer: Jenny Busby
Planning Director: Lydia Jones
Project Manager: Jack Harris
Business Director: Laura Harris
Account Director: Jamie Harris
Designers: Vanisha Mistry, Tod Butler, David Headicar
Director/Production Co: AGAINSTALLODDS at Passion Animation Studios
Producer: Sibylle Preuss
Post Production: NineteenTwenty
Sound Design: Ben Leeves at Jungle Studios
Music Title: Feel the Love
Music Supervisor: Dan Neale at Native
Arranger / Producer: Jennifer Ann
Choir: The Social Singing Choir
Strings: Parallax Orchestra
Mix Engineers: Mark Levin and Fred Ashworth
Media planning/buying: Vizeum