Online retailer Very has launched its 2023 Christmas campaign, celebrating customers transforming everyday experiences – such as shopping for gifts – into something wonderful.
Developed by The Gate, and airing for the first time on Wednesday 1 November, ‘Let’s Make It Sparkle’ positions the digital retailer and its customers as vibrant, pink flamingos.
Showcased across TV, cinema, video on demand (VOD), out-of-home (OOH), digital and social, the ad is accompanied by a new creative platform, and aims to bring to life the retailer’s revitalised brand strategy; ‘There’s good, and there’s Very good’.
“We know our customers are as imaginative and enthusiastic about everyday moments as they are about Christmas, and we want to celebrate and enable that sense of joy and fun all year round as part of our commitment to our purpose; helping families get more out of life,” said Very chief marketing officer, Jessica Myers.
“‘Let’s Make It Sparkle’ brings that spirit to life brilliantly, and we’re so excited for the opportunities this new creative platform will open up in 2024 and beyond.”
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The 60-second festive spot opens to a dull cityscape, where grey pigeons and pink flamingos are going about their Christmas shopping.
Yet, with the introduction of the retailer’s new brand characters – Kerry, Terry and Cherry – the everyday activity of shopping is transformed into something magical.
Set against the backdrop of a remastered version of Girls Aloud’s ‘Merry Christmas, Everybody’, the pigeons are left awestruck by a team of pink delivery flamingos, carrying Very parcels.
The ad, which follows in the wake of the retailer appointing The Gate as its lead creative partner earlier this year, concludes with Kerry, Terry and Cherry’s homes erupting into enormous clouds of magical pink glitter.
Directed by Paloma Baeza, the animation was produced by Nexus studios, with media planning and buying handled by Dentsu.
The Gate chief creative officer, Lucas Peon, added: ” It’s been brilliant to see the platform and script we pitched with brought to life over the past few months, and to finally introduce our feathery friends to the world. We’re excited to see the magic unfold.”
