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Brief Published: 24 Dec 2012

Retail Christmas Promo Videos


The rise of the branded video peaked this Christmas with numerous stores across the British high street releasing videos to celebrate the festive season.

Opting for a tongue-in-cheek, humorous portrayal of Christmas, high-street fashion store Warehouse released its Christmas Party SOS campaign back in November to promote its same-day delivery service (London only) for the party season. The video charts a hung-over office worker the day after the office Christmas party who is rescued by the service in time for another party that evening.

Also looking to the perils of the office Christmas party, designer department store Harvey Nichols produced a comic spoof on the faux pas of wearing the same dress as a colleague. Mid-range high-street store Whistles also used a spoof to promote its ongoing advent calendar of prizes and promotions with a viral video. Shot like a documentary, it follows the hired model during her shoot for the advertising campaign – and her dramatic reaction when told she can’t win any of the prizes.

Finally, Topshop enlisted Hollywood actress and style icon Kate Bosworth to record a cover of Winter Wonderland and star in a glamorous video, shot by her director fiancé Michael Polish. Singing on top of a piano while wearing a backless burgundy dress she helped to design, the video has an after dark, old-world feel. While the song itself doesn’t look set to reach number 1 in the UK, the video and interest in the dress itself have proved a great success.

See the Stylus report The Golden Age of Branded Video for more examples like these festive offerings.

Harvey Nichols