A television advertisement, created by Leo Burnett, pushes what the online retailer claims are its “stylish products”.
The slot shows Rooney, wife of England footballer Wayne, training a bunch of willing girls in the fineries of fashion at the “Nice Boots Camp”.
The “recruits” are seen polishing high-heels and practising how to “change arms” with handbags.
Viewers are directed to the Littlewoods website to “Enrol in Nice Boots Camp”.
The ad features Nancy Sinatra’s 60s hit “These boots are made for walking”. It will run for six weeks.
Rooney was signed to be the face of Littlewoods in June.
Littlewoods is owned by Shop Direct, which also owns very.co.uk, Woolworths.co.uk, Great Universal and Kays.
Very.co.uk’s advertising features Holly Willoughby and Fearne Cotton.
Media planning and buying for the campaign was handled by Carat.