Video: BJL's Trafford Centre Christmas campaign
BJL is getting ready to take the wraps off its Christmas campaign for Manchester shopping mall the Trafford Centre.
The Manchester agency was appointed in June and its 'Get Happy' campaign breaks tonight with a 30 second TV ad during Emmerdale.
The campaign also includes print and outdoor creative and radio ads on Key 103, Rock FM, The Pulse and Radio Aire.
And BJL says it has plans for experiential activity to bring the campaign to life in the centre.
The agency's managing director, Nicky Unsworth, said: "The challenge was to develop an engaging and memorable creative campaign that could communicate multiple messages across all channels.
"The creative responds to the public's practical requirement to shop somewhere with extended opening hours, free parking, multiple brands and plenty of 'sit down, sip coffee and get your breath back' venues. It also taps into their emotional need to feel festive by transporting them into an appealing Hollywood-esque Christmas dreamscape."
The Trafford Centre claims to attract more than 30 million visitors a year.
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Comments
How wonderfully bland.
Get Happy you miserable lot.
Get Happy!
Anon. 15.31 - stop being bitter and get that business card finished for the local cobbler. Im sure he'll be really 'happy'.
Horrible
Compared to the song and dance extravaganzas airing for Debenham's, M&S etc it's decidedly lack luster.
This is supposed to be the biggest shopping centre in Europe but the gloomy lighting, lack of scale and half-cocked dance routine make it look like some small-town Arndale centre.
Tip: A strategically placed 'Get Happy!' negates negative comments in a really annoying but effective way. GET HAPPY!
GET HAPPY!
Well M&S beat them by about a week and makes this look dreadfully dull by comparison. There's nothing here that's even remotely inspiring in terms of giving the shopper reasons to visit. 'Free Parking and late night shopping' really? There's a USP shared by every other shopping mall the world over, lazy stuff.
oh dear
Don't know if I can take another song and dance number. I really don't.
13:28
I guess "Get pissed off" was rejected somewhere along the line.
No mention of the multi-million pound fake Pyramid of Cheops they've built either (I kid you not!). probably hoping it'll land in a break with the latest Go Compare ad.
"And BJL says it has plans for experiential activity to bring the campaign to life in the centre."
That'll be loads of people dancing around to 'Get Happy' then?
comments
i enjoyed the advert, its nice to see that some companies are not afraid to use non celes to advertise their product. In the current climate i dont want to see how the rich and famous spend their money at christmas i would rather see how someone like myself would spend their money. i say well done the trafford centre for bucking the trend. I could aspire to be the young woman in the advert.
Natasha the TC didn't use celebs as don't have the money for it, you can't really compare this to the M&S campaign as thats national not a local thing like this
I don't mind them using non-celebs, I just wish they had hired a choreographer and professional dancers; both are central to this idea and both choreogrpahy and execution are very poor. (just watch the timing of the first 2 dancers starting on shot 3 - dreadful timing and movement).
Also agree about lighting and location; is there somethuing wrong with the interior of the TC - an escalator, a dark hole and exterior steps - nice!
This gives Northern agencies a bad name. I hope it wasn't produced by a prod co up here??
Saw it on TV last night and thought it looked great. What is everyone complaining about? It's feel-good and festive and makes me want to go there - isn't that the point?
I saw this ad on TV last night too.
It made me smile and laugh and dance.
Or maybe that was the acid I'd just dropped.
brilliant advert! makes me happy and excited!
I think people get carried away analysing ads on here. Ask your auntie Nora if you think this is bland, underproduced or not on time with a beat!?!
I don't think she'll say, 'the cinematography was poor'. I'm sure she'll think, 'Oh yeah, there's the Trafford Centre- that big mall that looks like a boat. I must go before xmas'. It's cheap and cheerful and I reckon this agency didn't have much money so they at least made it cheerful.
This isn't earth shattering but it's miles better than the old ads. I was waking up sweating in the night singing, 'Don't stop me now'.
'here here' for the last comment! the advert is bright, cheerful, fun and toe-tappingly good!
The ad ticks the boxes. And as when TBWA have a press release its got over 30 comments which tells its own story. Sad, talentless people who have never had the chance of a TV brief in their life. As with most comments on the Drum. Cause anyone with any talent, and lets be honest, would be working in London or New York.
Not sure I agree with that last comment.
It's a bit of an ignorant thing to add. Wayne Rooney, Paul Scholes, Carlos Tevez etc all work in Manchester and they're pretty good.
If you had talent, you definitely be able to spell, 'because'.
And lets be honest,
you're a chump.
i think some people are being horrible on this site!! i think all the dancers are good and fun. everybody has been talking about it, as soon as it comes on it puts you in a bright mood. and i think you dont need celebs this has worked well without! well done to all who took part!
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