U.K. department store brand House of Fraser engaged music video director Emil Nava to helm its holiday offering, starring British breakout artist Laura Mvula with a cover of the Fugees' "Ready or Not."
A colorful, glossy, highly choreographed affair with lots of dancing and energy, created by agency 18 Feet and Rising, it seems a clear attempt by the retailer to target a younger audience and demographic, while throwing plenty of products into the mix. Nava has created videos for the likes of Rihanna, Calvin Harris and Ed Sheeran.
As well as the TV ad, Mvula will be performing the track live at House of Fraser's Glasgow store, with her performance filmed and shared on social media. House of Fraser has also created a 98-page glossy magazine featuring the lead dancer of the TV spot on its cover.