Debenhams Christmas ad: the Frog Chorus for festive number one?

http://www.theguardian.com/media/mediamonkeyblog/2014/nov/03/debenhams-christmas-ad-frog-chorus

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The first day of proper winter weather is barely upon us, but Debenhams is already out of the blocks with its Christmas ad, quicker than you can say “Santa Claus is Coming to Town”. “Found It!” features a bunch of bairns running amok at night time in a Debenhams store looking for their ideal pressie. Pyjama onesies ahoy! The full 60-second version, shot in the retailer’s Clapham Junction and Sutton stores by director David Edwards for ad agency JWT London, breaks on TV during The X Factor on Saturday, following teasers during the ITV talent show and Downton on Sunday evening. Media buying is courtesy of Carat, with Steel handling “digital activation”, since you ask. The campaign is “so much more than a TV ad”, according to Debenhams marketing director Richard Cristofoli. There’s a hashtag, for starters – #foundit – as part of a social media drive in which punters can win £1,000 giftcard prizes in return for sharing the inevitable selfie; and a Metro cover wrap, natch. Monkey, a traditionalist at heart, is most impressed by Cristofoli’s boast that the ad cost “about a third” of last year’s effort. Scrooge would be so proud. But perturbed, to say the least, by the choice of music. We All Stand Together (aka the Frog Chorus) for Christmas number one, anyone?