After last week’s extremely cheesy and sad commercial from Iceland (an ad that could have been screened in July) we have another contender with House of Fraser. To those who know House of Fraser, they have significantly different target markets. House of Fraser is a London-based department store that was created in 1849 by Hugh Fraser and James Arthur in Glasgow, Scotland.
You might know one of it’s competitors: London-based department stores, Harrods. The interesting fact is that, in 1959, House of Fraser bought Harrods. Mohamed Al-Fayed bought House of Fraser in 1985 and separated the two companies in 1994 by putting House of Fraser on the stock exchange and keeping Harrods under his ownership.
House of Fraser has always been quite a big name in the retail industry in the UK. With almost 60 stores, it makes more than one £billion in revenue each year. Earlier this decade, they had one of the fastest growing websites in the UK with comprising of 11% of the group’s sales. Upon hearing that, you might think that their Christmas campaign could be as big and beautiful as last year’s John Lewis one…
Well, it is not. Not even close.
This commercial features 3 young models, 2 young women and a young man that are asked some random questions about Christmas, such as “Best gift you ever received?”, “Hardeest present to shop for?” or “What do you give to a person who has everything?” Probably every question we are constantly being asked. Then, the music kicks in and you see the models in action, posing and so on. Oh, are you bored? So am I!
A bit after, you see the the male model with his grandmother, explaining that he chose to give her a gift, while the 2 girls chose to give gifts to their significant others. You can therefore appreciate their reaction while the tagline “Be You No Matter Who This Christmas” appears.
What can I say apart the fact that it is a terrible commercial? I truly can’t believe how uninspired and uncreative you have to be to make this. It makes you yawn like it was almost midnight on the 24th… Maybe you should put this ad on repeat to help your kids fall asleep on Christmas Eve?!
I really don’t get the point of showing models giving gifts to their loved ones. Don’t we already know that they are people who have a life, human interactions and feelings? We know that these people aren’t just a picture. You don’t need to feature them in a commercial to make us feel close to them.
For such a company, it is a pity that they could make such a thing and this is why it features on today’s Bad Marketing.