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Sponsored video: Christmas is a different world at Very.co.uk


NEWS
Filed by Lucire staff/November 21, 2014/2.34


A Lucire special promotion


It’s nearly Christmas, and as much as we might want to delay thinking about shopping for the season, Very.co.uk is in full force with its new commercial starring its brand ambassador, Fearne Cotton.
   Cotton, who is very recognizable in the UK for her hosting duties on everything from Top of the Pops to the Red Nose Day telethons, has a fashion and homeware range with Very.co.uk, while across the Irish Sea, she launched a dress range with Littlewoods Ireland.
   The new commercial, part of a campaign called ‘Very Xmas’, sees Cotton and model friends come to life out of the pages of a fashion magazine, interestingly called Style. (While a fictional title in this context, we’re sure readers can think of some real ones that have had that name over the years.)
   However, unlike other “bringing to life” scenarios in film and television, Cotton and co. stay in a miniature size, 12 cm (5 in) tall, interacting with various products that you can find at Very.co.uk, from furniture, table dressings and decorations to electrical appliances, beauty products, toys and fashion. The idea is that Christmas isn’t just a special time of the year, but a different world altogether.
   Cheekily, the Very.co.uk team has even put together a “behind-the-scenes” video that doesn’t give the game away: the conceit there is that Cotton and her friends really have been shrunk to miniature, à la The Secret Service or Fantastic Voyage. Of course, the visual effects have been accomplished by green screen and other visual effects, produced by MPC.
   The commercial has been directed by Pontus Lowenheilm of Traktor, a collective known for blending humour and reality, making it particularly sought after in the advertising business. The campaign has cost Very.co.uk a cool £6·5 million, with the target of maintaining its substantial growth from last year.
   ‘Very Xmas’ is running across all media and is Very.co.uk’s biggest ever fully integrated campaign.


Post sponsored by Very.co.uk

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