It may be a rival to John Lewis, but British department store House of Fraser's holiday ad couldn't be more different.
The ad, by creative agency 18 Feet and Rising, sets out to be deliberately quirky and feisty, a cross between a fashion film and music video set to a cover version of "You Don't Own Me', sung by Australian artist Grace, featuring rapper G-Eazy. Scenes include a biker-clad heroine with a pastel-hued entourage, and a table of rebellious Christmas diners. In fact, it's all about rebellion: the tagline is "Your Christmas, Your Rules."
It was directed by Ace Norton, who has worked on videos for Jennifer Lopez and Scissor Sisters. It was also choreographed by Parris Goebel, who has created routines for Beyonce, Jennifer Lopez and Nicki Minaj, and was recently choreographer and dancer for Justin Bieber's music video, "Sorry."
Anna Carpen, creative director at 18 Feet & Rising, commented in a statement: "Everyone has their own traditions and quirks at Christmas. The idea of 'Your Christmas, Your Rules' encourages the nation to embrace these quirks. This isn't about a postcard perfect December -- nor is it anti-festive -- we simply wanted to do something that would cut through the usual jingle bells."