Stood atop a grand piano, the Hollywood actress sings a rendition of Winter Wonderland in the spot; a track that Topshop hopes has a chance of reaching number one. Accordingly, it is available to download on iTunes as well as through Shazam and Spotify.
The film was directed by Michael Polish and was inspired by the famous piano scene from 1989′s The Fabulous Baker Boys with Michelle Pfeiffer.
It sees Bosworth wearing a custom-made Topshop dress, designed by her in partnership with the retailer’s team. Both that and her shoes will be available to order on Topshop.com to tie in with its new store opening in LA in February 2013. The make-up worn in the film however is available to order immediately.
“This project brings together two important aspects of my life: cinema and fashion. I have always been a fan of the Topshop brand and it has been an honour to work with Sir Phillip and the team. I hope everyone enjoys watching it as much as we did making it,” said Bosworth.
She has also sent personalised digital messages introducing the film to numerous Topshop customers.
Liberty London Girl announced the exclusive yesterday, and she’ll be tweeting on the mornings with the two biggest prizes too. They include “a trip to Paris for two, including two nights in a 5* Tablet hotel and a gift voucher to spend in the new Whistles concession in Printemps department store. Or a trolley dash in your nearest Whistles store, so you can race around the store and grab all the things you’ve been lusting after in one fell swoop?”
What I love however, is the genius behind-the-scenes video that goes along with it. That’s one miffed model…
Given the fact online films now pop-up left, right and centre from fashion brands and retailers, it’s always fun to see those who go the extra mile to make sure their fans are fully engaged ahead of launch, almost securing the spot’s virality before it does so.
Kudos then to Topshop, who has made its first holiday campaign an altogether more significant affair by using social media to tease who its star is.
“Winter Wonderland” will premier tomorrow on YouTube, fronted by a Hollywood A-lister. Accordingly, Topshop has been using Twitter, Facebook, YouTube, Google+, Tumblr, Pinterest and Instagram to build anticipation as to who she is.
Five teaser trailers reveal shots of her from the neck down, pictures on Instagram capture her in London over the weekend from behind, and comments on Twitter provide clues into where she’s from and what she likes doing. A board on Pinterest houses everything together in one space.
Justin Cooke, CMO at Topshop, said: “We are very excited about the launch of our first Christmas movie, its a true 360 degree campaign with some surprise elements that you will see tomorrow! We wanted to create real anticipation before it premiered and it looks likes its working with over 100,000 people watching 10 second teasers and an incredible number of posts and tweets across all platforms.”
Some of the clues have included:
This one is particularly fabulous:
And the guesses have been flying in. “From Elizabeth Olsen & Georgia May Jagger to Whitney Port & Diane Kruger…” tweeted Topshop on Saturday, December 1. So too have there been suggestions such as Cara Delevingne, Kate Bosworth, Chloë Grace Moretz, Emma Stone and more.
Fans themselves have been saying things like: “@Topshop’s #whosthatgirl competition is so addictive, keep trying to guess who it is, I really haven’t got a clue!”
And: “@Topshop #whosthatgirl can’t wait til Tuesday to find out if I’m correct, most fun game I’ve played in a long time, feel like a detective!”
And: “Tortured by @Topshop’s #whosthatgirl campaign. Talk about brilliant social media marketing. Can’t wait to find out who she is tomorrow!”
As for the film itself, Topshop says its inspired by The Fabulous Baker Boys – the film that made Michelle Pfeiffer famous. Until tomorrow then… (and some more pics below in the meantime).
Over the next 24 days, the likes of Abbey Clancy (also pictured), Daisy Lowe, Dree Hemingway, Edie Campbell, Eliza Cummings, Jessica Hart, Jessica Stam, Karlie Kloss, Liberty Ross, Lily Donaldson, Pixie Geldof, and Tallulah Harlech, will all make an appearance, with a new film every day until Christmas. Kelly Brook will feature again too, as will her boyfriend Thom Evans.
Katie Grand, editor-in-chief of Love, says: ”It’s been super fun working on the Love advent calendar again. We had such amazing figures last year with some girls getting up to a million hits for their festive frolicking. I mean, who doesn’t want to see Cara on roller skates?”
Behind the scenes are the same team as last year: photographers Daniel Jackson and Angelo Pennetta, and stylists Sally Lyndley and Victoria Young.
