Debenhams is launching its 2018 Christmas campaign with a concept that champions the success of thoughtful gift givers alongside the strapline:

Do a bit of you know you did good!

The campaign is the evolution of the playful and proud ‘Do a bit of Debenhams’ platform, which launched in September, celebrating the unapologetic joy of shopping.

The campaign will run across all mediums, including TV, digital, social media and print, to support the department stores’ premium gifting offer. In-store Christmas markets will also provide gift givers with a more exciting festive shopping experience, where they can curate their choice of gifts for a loved one.

Four 20-second executions depict a gift giver experiencing the moment of joy knowing that they’ve found the perfect gift, alongside the injection of a signature soundtrack, Star by Kiki Dee, and voiceover by the star of Victoria, Dr Who and The Cry, Jenna Coleman. Teasers break online and on social media this week ahead of the campaign’s full debut on TV on Friday November 9 during Gogglebox on Channel 4. The ads will also appear on ITV, Channel 4 and across TV networks and video on-demand in the run up to Christmas.

The ads champion Debenhams’ position as a gifting destination, which enables shoppers to easily discover and curate thoughtful gifts for their loved ones – across the department stores’ fashion, beauty and home areas – that show they know them well. The gift giver recognises they have made a sound choice of Christmas present, based on the cues around them, and relishes the moment of accomplishment to the backing of the iconic soundtrack.

Viewers will see a thoughtful selection of gifts for each character presented in a luxury gift box, which customers will also be able to purchase and make use through the premium Christmas wrapping service that’s available across the store estate.

Richard Cristofoli, Debenhams Managing Director of Beauty and Marketing, said: “Shoppers told us that the real joy of shopping comes from discovering the gift that you know the recipient is going to really love. We wanted to celebrate that moment.

“Department stores occupy a unique position in that they enable consumers to shop a variety of gifts under one roof, making it easy to find the perfect gift collection. With shoppers having to buy as many as 20 gifts for family and friends, we wanted to share a fist pump with the gifter rather than the giftee and celebrating those shoppers with the confidence of ‘do a bit of you know you did good’.”

Ana Balarin, Partner at Mother, added: “Breaking with what has become Christmas advertising convention with this campaign, we wanted to shift the attention from the gift receiver to the person buying it, and really focus on that ‘nailed it’ moment, which every shopping fan will identify with.”

‘Do a bit of you know you did good’ will also appear across digital, social media and print channels on Facebook, Instagram, You Mag and the Metro. Gift guides with over 1,000 gift ideas and a three million print run will be available in-store and bound into media titles, including Sunday Times Style and the Mail on Sunday.

Continuing on from its Autumn campaign to reclaim the joy of shopping and delivering an enhanced in-store experience, stores will house Christmas markets to showcase Debenhams’ premium gifting offer.

Located in a dedicated store space, carefully curated gift collections – arranged in festive huts by the interests of the recipient – make it even easier to find the perfect present. Collections include Live Well; Coffee Connoisseur; Dapper Gent; Retro Arcade; Pink Pineapple; Academy of Colour, and Snuggle Me.

Creative partners, Mother devised the ‘Do a bit of you know you did good’ ad campaign with the four films directed by award-winning television and commercials director, Ric Cantor through Hungry Man, and shot on location. Digital elements were created by the Debenhams in-house marketing and creative teams.