Freemans has today launched its first-ever ‘online only’ Christmas advert, once again starring ‘face of Freemans’, singer, and model Sophie Ellis-Bextor, who also fronted Freemans’ Christmas 2024 TV ad.
The 30-second ad, with the tagline ‘Find it at Freemans’, will run across digital channels including YouTube, Instagram, leading shopping sites and Freemans’ website.
The soundtrack to the ad is Ellis-Bextor’s signature ‘Freedom of the Night’ track, which peaked at number two in the UK singles chart after being featured in Freemans 2024 Christmas commercial.
Freemans has chosen to launch the mini film online only after tens of thousands of fans streamed last year’s ad digitally, stopping at several points throughout the commercial to view outfits, then immediately ordering them on the Freemans website.
Ann Steer, CEO from Freemans.com, said: “Every outfit featured in the 2024 Freemans festive ad was a sell-out. This year we’ve made our Christmas commercial sleeker and simpler, with a few seconds more between each outfit for fashion fans to view the yuletide looks and put in their order.”
The upbeat 2025 Christmas ad sees Ellis-Bextor return to snow-dusted ‘Sleigh Street’, with her signature retro red Freemans delivery van piled high with exquisitely wrapped Christmas gifts.
Extending her sparkly red manicured nail to ring a golden Freemans branded doorbell, the celebrity plays a glamourous Santa role, hand delivering this year’s ‘must have’ gifts to the road’s delighted residents.
The feel good festive campaign also sees Ellis-Bextor swap outfits for each house she delivers to – with a crucial few seconds for viewers to pause the online ad and track down each seasonal style on the Freemans website.
Her highlighted looks include a matching ‘berry red’ coat, skirt and pussybow blouse combination, a bestselling set of tartan pyjamas, a black sequinned minidress, and a plum faux leather skirt with a glitter detail cardigan.
Sophie Ellis-Bextor said: “It’s so exciting to be back on Sleigh Street and delivering up a sprinkle of special Freemans festive feeling to viewers everywhere.”
While it may seem like an early start for Christmas ads, Freemans says that research shows that 41%of consumers have already started their Christmas shopping this year, up 13% on 2024.
Fresh figures from Freemans also show the retailer has already begun the key AW25 season strongly, with net sales up 14%.
Fashion sales alone have risen by 13% before the crucial party season has even begun, while home and living sales have leapt 14%.
Ann Steer added: “Last year Sophie delivered for us and for our shoppers, and this year she’s making it even easier for time pressed households to track down their perfect present.
“With an expanded range, a plethora of payment options and the right gift at the right prices, Freemans.com really is Santa’s little helper.”
