Digital department store Freemans has signed iconic singer-songwriter, Sophie Ellis-Bextor, to be the face of its autumn/winter 2024 campaign in a bid to make fashion fun again.
The new creative will sit front and centre of a renewed strategy for the retailer, with the campaign specifically designed to appeal to women over 40.
Created by MullenLowe in partnership with the retailer’s in-house team, a 30-second hero film starring Ellis-Bextor will premier this Friday (13 September 2024) during ITV’s Coronation Street and Channel 4’s Gogglebox.
Product takes centre stage in the spot, with Ellis-Bextor changing outfits five times as she appears from a lift in-store and walks down a cobbled street. It ends by cutting to a giant wardrobe packed full of clothes, before models of different ages and sizes join the popstar for a party scene.
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The ad will also appear online and across all major digital channels. Further activity will be supported by OOH, PPC and social media, including Freemans’ first ever TikTok shopping ad.
Freemans collection of stylist influencers – the ‘Style Squad’ – will be joining the The Murder on the Dancefloor singer across social and digital channels, offering style tips and advice alongside ‘Get Ready with Me’ and ‘Ask Me Anything’ videos.
Between them, the collective already have over 1 million followers.
“We are passionate about reclaiming Freemans’ fashion positioning as our transformation journey continues at pace,” said Freemans chief customer officer Richard Cristofoli.
“Together with our Style Squad we are creating a content platform that responds to customer needs for more help and advice through the new season.”
The 119-year-old retailer has been focusing on its online store and digital spaces for the past four years, as part of its ongoing transformation into a digital pureplay. MullenLowe first came on board in summer 2023 to help continue modernising the Freemans brand.
Creative director Loren Cook said: “The team at MullenLowe are so excited for this next iconic Freemans chapter. Sophie Ellis-Bextor’s undeniable sense of style and love of fashion radiates through our every moment of our campaign. It’s the perfect partnership.”
Media strategy and planning was developed by the7stars, after the agency was chosen to run its £25m media account earlier this year.
Ellis-Bextor added: “Fashion for me should be fun, and I think that’s exactly what we show with the TV ad.”