Intu has joined John Lewis and other retail agents to kick off the festive season with a “heart-warming TV commercial…tapping into your inner child”. It is Intu’s first Christmas ad under its new brand and will be tailored for regional TV networks.
The campaign was developed by Glasgow-based advertising agency Frame from “insights gained from intu’s extensive customer insights programme, and clearly defines Intu’s role in the lives of its shoppers this Christmas.”
Trevor Pereira, commercial and digital director of Intu, formerly Capital Shopping Centres, said: “Christmas is an important time in the retail calendar, and a very special time for people, family and friends. This is our very first national campaign as Intu, and we wanted to show just how intrinsic our centres are to the lives of our customers during this important time of year.
“Intu is the only shopping centre owner with a portfolio that spans the country underpinned by a national consumer-facing brand. That means that we’re uniquely positioned to showcase our strengths on a UK scale. We’re bringing to life the Intu difference for shoppers, whilst encouraging footfall and increased dwell time to help our retailers, restaurateurs and leisure operators to flourish.”
The campaign starts in early November and will be supported with social media, online competitions and in-centre events. The ad was created by Frame, directed by Johnny Maginn from MTP.
Angus Walker, creative director of Frame, said: “We’re delighted to have worked with intu to help create its first nationwide Christmas TV campaign. They say never work with children or animals, but we couldn’t be happier with the end result. Working with a combination of experienced child actors and street-cast kids, Johnny Maginn has truly captured what it means to feel like a kid again at Christmas.”