Online retailer Freemans has deployed Sophie Ellis-Bextor and her “Style Squad” out to the snowy side of Sleigh Street in one of the UK’s first fully-fledged Christmas ads of 2024.

Created by MullenLowe UK and the retailer’s in-house team, the 30-second spot opens with Ellis-Bextor pulling up in her red, vintage-style Freemans van on a snowy Sleigh Street. In the background are cosily-lit houses festooned with Christmas lights.

Ellis-Bextor rings a doorbell, which is answered by a woman visibly shocked to see the singer and her Style Squad posturing outside, replete in Freemans garb and bearing gifts. The homeowner removes a leopard-print handbag from a gift box, looking chuffed.

Ellis-Bextor and crew continue knocking and ringing doors, delighting people with presents from Freemans, including an LED face-mask and a pair of adult and child-sized Adidas trainers for a dad and his daughter.

“Join me and the Style Squad this Christmas, only at Freemans,” the voiceover by Ellis-Bextor says at the ad’s conclusion.

The ad uses Ellis-Bextor’s Freedom of the Night track, which she recently performed on Strictly Come Dancing.

The campaign is designed to drive sales of Freemans’ 60,000-plus products. The film will run on digital and social channels from today (24 October), and on TV from 26 October. It will be supported via broadcaster video on demand and video on demand activity, on YouTube and other social platforms.

Richard Cristofoli, Freemans’ chief customer officer, said: “Tis the season to start Christmas shopping. The two-month Christmas countdown is on and most consumers are starting early to spread the cost of the festive season. By launching now, we have two pay days to go until the big day and we’re offering more help and advice than ever before via our Style Squad, making it easier for customers to nail the perfect gift and manage their festive finances.”

Talent Republic brokered the deal with Ellis-Bextor. Media was by the7stars.

Loren Cook, creative director at MullenLowe, added: “Our aim was to deliver a campaign that showcases Freemans as the destination for stylish, curated and thoughtful gifts this festive season. This is our second campaign with the formidable Sophie Ellis-Bextor and I think anyone would be incredibly thrilled if she turned up on the doorstep with your perfect gift.”

Ellis-Bextor became the face of Freemans earlier this year when it was revealed that she and the Style Squad would be promoting the online retailer’s autumn/winter 2024 campaign.

Commenting on the Christmas fare, she said: “Christmas really is the most wonderful time of the year and I hope we’ve packed that special feeling into these 30 seconds. The festive season is about spreading cheer, giving to others, celebrating our families and friendships and yes, treating ourselves too. I had so much fun making the ad with Freemans and I hope it puts everyone in the Christmas spirit a little earlier this year.”