David Jones moves from retail to emotion in new ‘Things We Do For Love’ Christmas campaign
David Jones has taken a cue from British retailer John Lewis’ marketing tactics with a two minute emotive TV ad to kick start its Christmas marketing campaign, featuring Tina Arena covering 10CC’s Things We Do For Love.
The new ad, created by Whybin\TBWA Sydney, is “move away from merchandise driven campaigns” according to a press release, features a young boy anxious he will not get his gifts from Father Christmas because his house does not have a chimney.
The song will also be released for downloads, with profits going to the National Breast Cancer Foundation. The ad was directed by JH Beetge.
Nice brand spot from the Matty and Dave leadership. One of their last at Whybins I’m guessing?
Fantastic.
I got beaten up last year for suggesting that John Lewis ad could maybe have had a few more brand cues in it, so won’t mention that about this one.
congrats all involved, this is quality
Cute story idea but the soundtrack is bringing on a serious snooze. 2 minutes of slapping my face to get to the end.
This is excellent. Well done all.
Schmaltzy, clichéd and dull, so it will probably work in the Australian suburbs.
Bahumbug!
#1 FAKING IT is NOT MAKING IT: Hmmm…yeah…it’lll be great explaining the fake chimney and Santa to kids. Did we really need to see the rolls of sellotape holding the chimney on…? Did that 2 second snap kind of ruin it?
#2 AVERAGE AUSSIES: And nice to see they pick a normal, average $3M house somewhere, either aspirational for their (shrinking) target market (thanks Tony)
……OR maybe this was shot at the home of their new CEO to save on production budget? Clever. But now I think maybe these CEOs get paid too much to let creative like this past GO…..
#3 COPYCAT It’s nowhere near as powerful as the John Lewis creative wrt heartstring emotional pull and agree the song is snoozesville. Nice try, though, and yeah, the branding could have been cleverly integrated
…like a chimney made from a pricey DJ hamper?
……or from a DJ home delivery box in this age of the interweb thingy?
…….Or from a DJ flower box prompting people to send flowers when they’re not going to be near their loved ones……
Lest I go on, I’d better stop there. A for Attempt and E for execution
BEN (comments) are you the current intern at:
a. David Jones
b. The ad agency?
Just clarifying……
A tad long and loaded with corn and will do little for the new DJ’s, in this very important part of the retail cycle. I want to see more grunt, assertiveness and confidence. DJ’s have much ground to make up, and this time of the year, a new hat, and a skip in one’s step provides for a perfect platform. Tina is, as always, superb. A little TA vision would certainly have helped. She offers a lot !
I don’t get it.
What’s it for?
Am I meant to renovate my house as a result of this ad? Is it for Bunnings?
The Wizard of Oz, I’m head of digital at Loud&Clear.
Who are you?
It’s very boring! If you want good Christmas retail ads, look at the British department store ads, they really know how to put on an Xmas commercial.
I still think this is the best David Jones TV commercial I’ve seen that epitomises what it feels to shop at DJs, from circa 1999:
https://www.youtube.com/watch?v=W4DKkUXDXAc
Love it
DJ’s ads always hit the spot at Christmas.