Creative Campaigns #21 – #BringMerryBack House of Fraser Christmas advert

Head on a trip down memory lane with House of Fraser and it’s Christmas advert focusing on reuniting two sisters.

Watch the advert here:

This is a change in the past two years for House of Fraser. Previously power tracks from Grace featuring G-Eazy and Laura Mvula have been blasted through the speakers of our televisions.

When I saw the name of the advert I was kind of hoping it was going to be a Justin Timberlake spoof on ‘bringing sexy back’.

This year the advert has a strong storytelling theme and the advert on House of Fraser’s homepage is accompanied by a rather long explanation. I’ve included it below so you can read the thought process behind it.


There are a series of events at Christmas that you remember vividly as a child. The gigantic tubs of Quality Streets that were stored just out of reach on the tops of fridges and cupboards, the writing of endless wish lists and excitedly counting the number of sleeps till Santa would visit.

Well, this year, we’re recapturing that Christmas magic in our new advert with a much-needed trip down memory lane. Complete with paper chains, stick-on Santa beards and some quality family time, watch as two sisters fall back into their younger selves, reminded of the joy that Christmas can bring.

“As adults we can sometimes lose sight of the magic of Christmas as we have to do grown up stuff like manage plans and ‘to-do’ lists,” explains Chief Marketing Officer Paddy Earnshaw. 

Set to the 70s track ‘Who Took The Merry Out Of Christmas’ by The Staple Singers, the advert sees iconic directing duo Vaughan and Anthea, famed for their work in music videos in the 80s and 90s, including the likes of George Michael (Fast Love), Simply Red (If You Don’t Know Me By Now) and Jamiroquai (Space Cowboy), reunited after more than 20 years apart, and the result is something quite special.

“There is no such thing as a picture-perfect Christmas where everything goes to plan; that’s half the charm and the fun.”

So our request this year? That you throw out the rule book, that you leave behind the endless to-do lists and last-minute worries and let yourself have a little more fun. This year, make sure you bring merry back.


Lengthy, right?!

I think it has a nice sentiment and will really resonate with those who have siblings they are close too. There’s some really cute moments which capture the Christmas spirit.

The description of the advert is really good, I like that they are honest that there is no such thing as a picture-perfect Christmas but, I don’t think they conveyed this as well as they could have in the actual advert.

To have knocked other adverts out of the park I think it would have needed a finish to the story that was more spectacular. More needed to be made of the sisters parting and reuniting.

Also without the additional text alongside it I’d have never known who these two sisters were or understood the advert fully. It would have taken on an entirely different meaning to me.

PR requires clarity for the message to be understood. Without the description my guess would have been these were friends not sisters and I’d have no idea they were being reunited after 20 years.

What do you think of the advert from House of Fraser?

2 Comments on “Creative Campaigns #21 – #BringMerryBack House of Fraser Christmas advert

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