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.

David Jones CEO Iain Nairn said: “David Jones has a 176 year heritage as the home of Christmas in Australia. The Things We Do For Love campaign successfully brings to life both the old and the new at David Jones, with a message that rings true for all of our customers at Christmas.

“We are delighted that Tina Arena was able to record our Christmas song and for the opportunity to contribute further funds to the National Breast Cancer Foundation. We are inspired to help our customers achieve the most extraordinary Christmas – our buying team has worked tirelessly to deliver the world’s finest gifts from fashion and beauty, to home, food and entertainment.”

Behind the campaign:

Paul Bradbury CEO Whybin\TBWA said:  “Family is at the heart of leading an extraordinary life. This campaign reminds us all what Christmas is really all about.”

Yesterday the chain also unveiled its Christmas window in the Elizabeth Street store in Sydney telling he story of A Reindeer’s Christmas Surprise, the store’s Christmas book.

The campaign will extend beyond the TVC with in store theatre activations, a dedicated Christmas portal on the website, a Magoc Santa App game  for kids which pairs with interactive panels in store and the Christmas book written by Ursula Dubosarsky and Australian illustrator Sue deGennaro.

A social media activation will give people a chance to reward someone who does things for them with a prize package worth $15,000, with exclusive content on the David Jones YouTube channel.

The one minute version:

The 30-second version:


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