New Campaigns – Debenhams

Debenhams is unveiling a &£2.5m television and press campaign to promote its autumn collection.

The campaign, created by Miles Calcraft Briginshaw Duffy, breaks this week and features the work of the two latest additions to its stable of Designers at Debenhams – Betty Jackson and Nigel Cabourn.

Shot on location in the Czech Republic, the ad follows fashion photographer Frederick Auerbach photographing a series of models at a fashion shoot. The “results” of the shoot appear in supporting press ads and store windows.

The TV ad is backed by Blondie’s Atomic and targets fashion-conscious women aged 25 to 45 who aspire to own clothes by famous designers.

The ads, which build on the retailer’s Styling The Nation campaign, mark the second phase of MCBD’s work for Debenhams since it won the &£16.5m business last December.

They also feature the work of other Debenhams designers, including John Richmond, Julien Macdonald, John Rocha and Jasper Conran.