Nov 4, 2021
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Joules Christmas ad features skinny-dipping friends

Nov 4, 2021

As John Lewis and M&S released their festive campaigns on Thursday, Joules became the third big name to do so with an ad “celebrating all things Merry and Bright”.


Like others this year, it’s take the approach that with Christmas having been a bit of a washout in 2020, it wanted to make 2021 more special. It has worked with creative agency Brothers & Sisters to “capture the feeling of the joy of coming together with the ones we love (in real life) and allowing ourselves to once again live with freedom and have some fun”.

Filmed at Camber Sands in East Sussex, the ad shows a group of friends and real-life wild swimmers enjoying a walk on the beach for their annual festive get-together, “brightening the landscape with their colourful Joules outfits”. 

The walk culminates in the group skinny dipping in the English Channel. “Embracing their freedom and creating lasting memories together, the friends are captured having some unbridled festive fun by the shore”, the company said. “Through this scene, Joules perfectly captures the essence of spending time with the people you love, creating moments and memories, while celebrating traditions old and new”.

The products featured include classic colourful clothing and accessories, along with some festive favourite items from Friends of Joules.

Marketing director Claire Tait said: “Bold, brave and unapologetically colourful, that’s how I would describe our Joules Christmas advert this year.”

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