Annie-inspired musical TV commercial sees Loaf light up Liverpool ONE this Christmas

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A TV commercial inspired by hit film musical Annie sees Loaf Creative take a bow as Liverpool ONE’s new lead brand advertising agency this Christmas.

The 30-second TV spot is Loaf’s first above the line creative work for the retail and leisure destination since being appointed to a newly consolidated brief in the summer.

Having supported Liverpool ONE on below the line activity since 2013, Loaf won a four-way competitive pitch for both above and below the line creative work in June.

Breaking at 18.28 on Thursday, November 10 in the Granada region, the Annie-inspired TV commercial is a highlight of Liverpool ONE’s Christmas advertising campaign.

The musical-themed commercial celebrates the 1982 film version of Annie, showing a flame-haired visitor discovering everything that Liverpool ONE has to offer in the run up to Christmas.

Accompanied by dancers executing a routine arranged by celebrated advertising and film choreographer,Supple Nam, the star sings along to a remixed version of one of the most famous songs from Annie, declaring: “I think I’m gonna like it here!”

Dave Mullen, Loaf’s creative strategy director, said: “Paying tribute to a piece of musical theatre beloved of old and young has allowed us to capture the Christmas ‘feel good’ factor experienced by every Liverpool ONE visitor.

“Our musical execution is inspired by the famous scene where Annie visits Daddy Warbucks’ mansion home for the first time and declares: ‘I think I’m gonna like it here.’ It fits perfectly with the unique offering at Liverpool ONE of shopping, restaurants and entertainment on the waterfront.”

Alan Houghton, Loaf’s creative director, added: “Having supported Liverpool ONE for the past three years on below the line branding activity, we’re delighted to now be making our debut as their lead creative agency with a memorable TV commercial and campaign.”

Donna Howitt, marketing & business performance director at Liverpool ONE, said: “Christmas is fast approaching and we want people to choose to spend time here in the heart of the city.

“We wanted to capture the experience that you get at Liverpool ONE and I’m tremendously excited about the way that Loaf Creative has enabled us do to that.”

The commercial was shot on location at Liverpool ONE and Chief Productions’ Longhouse studio at MediaCityUK in Manchester. Film and commercial director Nate Camponi supported Loaf on the project, which required the construction of two full-size store interiors and more than 70 members of cast and crew.

Loaf has also produced billboard, press and radio executions of the Annie musical campaign. A radio execution of the Christmas campaign was scripted and recorded by Loaf in collaboration with Navy + Gray, with former Hollyoaks actress Lucy Dixon providing vocals.

Rights to use the Annie song were negotiated with American Picture House.

The Liverpool ONE brief is the latest in a series of new business wins for Loaf Creative, which has a studio in Ancoats, Manchester.

The agency has recruited an additional five new members of staff in the last six months, including a designated brand planner and three new members for its growing digital team.

Media buying and planning for the Liverpool ONE Christmas TV campaign is being handled by Carat.