Story-telling has become the mainstay of Christmas TV advertising and The Range is no exception this year with its tongue-in-cheek tale of one man’s mission to win over the girl. Premiering on ITV on 5 November, The Range’s Christmas TV ad bucks the retailer trend of featuring a famous face or celebrity tune.
Playing out the strapline “Everything you want this Christmas”, the ad highlights the breadth of product available at this fast-growing value retailer, in a scene that owes its look and feel to film favourite Love Actually. The classic (and carefully selected!) Twelve Days of Christmas carol, delivered by an on-camera choir, provides a natural musical escalation for the gift-buying frenzy, as central character Jim attempts to win over Lucy.
The ad, by award-winning director Tim James Brown, comprises a 40 second and 10 second version to front a comprehensive, multi-channel festive campaign that unifies brand messaging across TV, radio, and digital. This strategically aligned marketing is a fresh approach for the retailer and has been driven by ex-House of Fraser CEO, Nigel Oddy since his appointment as CEO in May 2017.
Nigel Oddy commented, “This year’s Christmas ad really captures the diverse and extensive nature of The Range’s product lines. Quite simply, it’s what our brand is built on and is why people shop with us. The ad conveys this message perfectly, while also telling a story that will entertain and raise a smile. We hope the nation will be rooting for Jim in his quest to win Lucy’s heart this Christmas.”
The sudden growth of The Range, given the current economic challenges faced by the retail sector, is a mark of the entrepreneurial leadership of Plymouth-based owner and founder of the firm, Chris Dawson. He began life as a market stall trader across the South West of England before opening his first store in 1989 in Plymouth, under the name CDS (Chris Dawson Superstores) and has grown the company at an impressive rate ever since.
The Range can be found nationwide in 160 superstores, stocking 65,000 products across 16 departments. The recently announced strategic alliance with Iceland means that food is now part of the product offering in selected stores.