Schuh updates ‘A Christmas Carol’ theme for major TV seasonal ad campaign

Fashion footwear retail giant Schuh is embracing the Christmas spirit in a big way this year with a just-launched 360 marketing campaign ‘Past, Present(s), Future’, premiering on major broadcast channels from 10 November.

And while joining department store group Fenwick in choosing Charles Dickens’ ‘A Christmas Carol’ as its seasonal theme, Schuh’s has chosen an updated storyline to deliver the same inspirational message.

Working with its creative agency ZAK and directed by London-based creative director Henry Dean, the campaign explores “the joy of Christmas gifting at every stage of life”.

The ad follows Cazzie, “who has lost her love for Christmas”. Guided by a “stylish spirit guide” Marley and a reflective voiceover, she embarks on “a journey of rediscovery”. Through “striking point-of-view shots”, the ad captures her near past, “the excitement of receiving gifts as a teenager… and her near future, highlighting the joy of perfecting gift-giving for her own children”.

Through this lens of “nostalgia and transformation”, the character “reconnects with the magic of the present: trying on fresh pairs of shoes, celebrating with friends, and enjoying Christmas with her chosen family, where everyone is free to be whoever they want to be”.

The ad closes on “scenes of laughter, gift-giving, and, naturally, really great shoes – a celebration of rediscovering the true spirit of Christmas”.

The campaign launches with a 30-second storytelling video across social channels and premiering on broadcast channels from 10 November. This includes ITVX, Channel 4 Streaming, and Sky VOD, alongside premium subscription services Netflix, Amazon Prime Video, and Disney+. The campaign will also run across YouTube, YouTube Shorts, VEVO, Reddit and Twitch.

In addition, Schuh said it’s also “stepping into new territory” with strategic podcast sponsorships, “connecting with Gen Z and family audiences through some of the UK’s most popular shows”, including Saving Grace, The Girls Bathroom, and Parenting Hell, “all ranked within Spotify’s Top 100”.

Supporting the campaign, Schuh will also roll out a suite of owned activity across social, digital, and physical touchpoints. This includes just-launched hero social content, creator-led storytelling, and an out-of-home activation in Manchester.

Neil Partington, chief retail officer at Schuh, said: “The Past, Present(s), Future campaign is ultimately a celebration of gifting. The campaign adopts the ethos of our ‘Same, But Different’ creative platform, championing the message that there is no one way to be this Christmas.”