hmv releases Christmas ad campaign with Lewis Capaldi … that didn’t go quite to plan


The UK’s leading high street entertainment retailer works alongside Lewis Capaldi to create a Christmas TV ad that aims to topple IKEA’s dinosaur and the John Lewis’ Partners Dragon from the Christmas advertising top-spot.

The late run for Christmas number one doesn’t go quite to plan, however, as Lewis reveals he thinks that hmv had closed down. The retailer decided to leave the out-take in the Christmas ad as it acknowledges that consumers think it had vanished. It’s now encouraging the public to tweet @LewisCapaldi and show that #hmvisopen.

The advertising campaign, which will be shown for the first time on primetime television during I’m a Celebrity … Get Me Out of Here sees the Scottish singer promoting the latest (or “cash grab”) version of his album, “Divinely Uninspired To A Hellish Extent”, which features three new tracks. Lewis admits in the spot that he “really loves one of them”.

Doug Putman, owner of hmv, said: “We loved this. To be fair to Lewis, a lot of people seem to think we’d closed down so we thought we’d let people know that #hmvisopen in stores and online.”

Putman bought 100 hmv stores in February 2019 and has since opened or re-opened a further 14 outlets including Europe’s biggest entertainment retail store, The hmv Vault in Birmingham.

He added: “If I had a pound for every time that someone told me that they thought hmv had gone out of business, I’d be a very rich man. As it is, we’re thriving and are selling more vinyl, Blu-Ray films, audio technology and books than ever. Hopefully this advertising campaign and Lewis’ gaffe will help put the rumours of our demise to bed once and for all.”