In a Christmas shopping dilemma? Have no fear, the Very Godmother is here.

Partnering up with ITV Daytime’s Alison Hammond, a new campaign from Very created in partnership with The Gate and Zenith, taps into hun culture to sprinkle some sparkle on Christmas.

The campaign sees Hammond take on the role of the ‘Very Godmother’ to deliver sparkle and solve shoppers' festive conundrums. From feeding the whole family to finding the perfect gift, the campaign points to Very as the solution for all festive needs.

The creative takes the form of a This Morning phone in and sees Hammond take to the phones to help solve shoppers' problems. Once Hammond realises that the answer to all the problems can be found on Very.com she transforms into the Very Godmother adding a sprinkle of pink glitter and flamingos to the phone in. 

The flamboyant flamingos transform the famous This Morning set, while Hammond is head to toe in pink and sparkles complete with Very themed crocs. From the vantage point of the studio camera, Hammond watches on as the Very Flamingos deliver Christmas spirit up and down the UK. The spot closes with Hammond direct to camera: “May your festive dreams slay, babes.”

The fun-filled spot taps into the internet phenomenon ‘hun culture’. A subculture of which Alison Hammond is an icon. Based on the insight that the Very shoppers' mindset crosses over with the fun and sparkle-loving ethos of ‘hun culture’, the brand has taken inspiration from the trend with the ‘Let’s make it sparkle’ brand platform and introduction of Very flamingos.

“‘Hun culture’ has played an important part in our marketing strategy over the last 12 months – we’ve created campaigns which resonate with our customers, showcasing a zest for life and you can see this coming through in our creative through the fluent devices, their personalities and the music choices.” says Jessica Myers, Chief Customer officer at The Very Group.

She continues: “This year, we’ve taken a consistent approach to our Christmas campaign, but this partnership adds a sprinkling of newness, while continuing to spotlight our fabulous flamingo fluent devices, which we’re sure our customers will love”.

The campaign will run in partnership with ITV Daytime, in a relationship managed by Zenith. The campaign is made up of a hero TV spot, two shorter 20 second adverts with multiple social media ads from Very and ITV and social content from the Very Godmother herself.

Embracing the power of pink, sparkles and joy, Very and its flamingos help shoppers make their holidays slay.