British fashion label Ted Baker has famously shunned conventional advertising throughout its 26 year history. Indeed, Ted Baker remains one of the only brands to have been built into an international designer label without an international advertising campaign. As it chooses not to advertise, it must do everything it can to support the various collections in a more cohesive, interesting and quirky manner. From employing witty, eclectic and engaging window displays to amusing in-store giveaways and one off unique events and digital initiatives such as this latest festive activation.
Ted Baker has famously shunned conventional advertising throughout its 26 year history
Taking a slightly more exotic view on the traditional festive frolics, the brand has decided this year to focus on the story of an underdog with a soft disposition and an unexpected penchant for the arts from the coldest corner of Mount Khelvamin: The “Abominable Showman.” The press release for the campaign says: “He’d belt out an operatic ballad from the mouth of his lonely cave, shaking snow from the highest peaks. He’d always dreamed of bringing the house down with his performances, but not literally. For all his well-meaning efforts as a high-altitude entertainer, it seemed this gifted creature was doomed to remain undiscovered. Until now. This Christmas, Ted presents the spectacular Abominable Showman in all his coiffured glory. Always one to discover new talent, Ted heard his wish and granted it true!”
This year, the brand has decided this year to focus on the story of the Abominable Showman; the singing yeti with a heart of gold
The Abominable Showman will take centre stage in selected Ted Baker store windows from this week, performing some family favourite Christmas songs in classic operatic style. The most impressive aspect of the campaign, however, is the interactive Ted Presents website, where consumers can log on to select their closest Ted Baker store and favourite festive jingle or sound bite, then, watch the 3D Showman sing through an innovative audio window experience. You can also upload your photo and transform yourself into the singing yeti, performing a song of your choice which can be shared on social media. For those who are not as interested in the hands-on approach, the site also features a delightful audio story.
Consumers can log on to select their closest Ted Baker store and favourite festive jingle or sound bite, then, watch the 3D Showman sing
The Abominable Showman work will run throughout the festive period, alongside a digital video campaign highlighting a range of gifting options for people mulling their present options ahead of the big day. The “Watch it, shop it” campaign is designed for those keen to evade the High Street crush and fruitless hours trawling online by collating a series of grooming, fashion and beauty products within a series of short videos that see models showcase a range of fashionable garments as they strut through a snow bound forest before arriving at a present-laden glade. In a statement the retailer said: “No need for frantic shopping sprees or hours spent online, simply watch Ted’s new fantastical digital film, filled with shoppable gifts for all.”
Watch it, shop it
