Online department store, Freemans, is launching Christmas shopping early with a Sophie Ellis-Bextor. The campaign by MullenLowe and Freemans’ in-house team, encourages shoppers to get on top of the gifting season and spread the cost, showcasing the retailer’s wide range of trendy products.

The countdown to Christmas has begun, and so has the preparation. Launching in late October, the spot springs from research showing that 36% of consumers have already started their seasonal shopping as early as October. Add to that, a further 23% have begun the big Christmas shop by early November.

Freemans kicked off the season with a hero video starring pop star Sophie Ellis-Bextor and her song, ‘Freedom of the Night’. The 30-second spot sees Ellis-Bextor and her Style Squad visiting shoppers on ‘Sleigh Street’.

Playing to its demographic of stylish women over 40, Freemans packages up what’s trendy with Christmas. Ellis-Bextor and the Style Squad arrive in a retro delivery van, kitted out in clothes available from the online retailer, to give a range of purchases. A leopard-print bag, an LED facemask, and Adidas trainers are all hand-delivered to their new owners.

The spot is also catered to busy households seeking the convenience of online shopping, encapsulated by the campaign’s tagline, ‘exclusively online’, and those looking to spread the cost of the festive period.

Richard Cristofoli, Chief Customer Officer, Freemans, explained: “Tis the season to start Christmas shopping. The two-month Christmas countdown is on and most consumers are starting early to spread the cost of the festive season”.

He continued, “By launching now, we have two pay days to go until the big day and we're offering more help and advice than ever before via our Style Squad, making it easier for customers to nail the perfect gift and manage their festive finances”.

As well as the hero video, the campaign will run across social activations, with content creators, influencers and stylists offering gift advice.

Speaking on the campaign and bringing festive joy, Sophie Ellis-Bextor said: “Christmas really is the most wonderful time of the year and I hope we’ve packed that special feeling into these 30 seconds. The festive season is about spreading cheer, giving to others, celebrating our families and friendships and yes, treating ourselves too”.

Talent Republic brokered Ellis-Bextor’s involvement and the7stars developed the campaign’s media strategy and outputs.

Keeping the consumer’s needs in mind, the campaign from Freemans and MullenLowe considers the cost of Christmas and offers convenience, as well as advice, for the gifting season. The campaign brings Christmas joy to our screens, tapping into the often overlooked over-40s market with a stylish and fun ad.