Not On The High Street doubles TV investment with Autumn and Christmas campaigns

Not On The High Street (NOTHS), has unveiled a significant ramp-up in its festive marketing strategy, announcing a two-part Autumn and Christmas campaign that marks an 120% increase to the brand’s TV and VOD investment compared to last year.

At the heart of the campaign is a celebration of craftsmanship, personalisation, and the emotional resonance of gifting, brought to life through the lenses of acclaimed directors Benji Jackson and Will Warr of Detail Films.

Warr, best known as one half of the viral food and travel duo Top Jaw, is also recognised as a preferred videographer for the Prince and Princess of Wales, recently filming Princess Kate’s ‘Mother Nature’ series, celebrating our seasons and the true power of nature.

NOTHS’ campaign kicks off on October 1st with a 30-second brand film rolling out across VOD, TV on demand, YouTube, and all owned social channels. Focusing on the narrative of ‘gifts that are made with love,’ the spot gives viewers a behind-the-scenes look at the genuine artisans powering the NOTHS platform.

Rather than using actors for the crafting sequences, the film authentically features three of Not On The High Street’s real small business partners: Kate Brigden (ceramicist), Posh Totty (jeweller), and This is Nessie (artist).

Following the Autumn brand film, NOTHS will launch its flagship 45-second Christmas TV spot, running from November through to mid-December. Also shot and directed by Warr, the emotionally charged film follows the story of Ted and his Granny.

While the full storyline is being kept under wraps until the premier, the narrative explores the deep emotional resonance of thoughtful, personalised gifting and honours the memories of loved ones.

Staying true to the brand’s ethos of championing independent makers, the hero prop of the Christmas film – a bespoke, handcrafted piece central to the story’s emotional climax – was exclusively handcrafted for the commercial by MijMoj, a Wales-based NOTHS Partner specialising in bespoke wooden products.

By running the consecutive brand and Christmas films from October straight through to December, Not On The High Street is doubling its screen-time presence across TV and VOD platforms year-on-year.

The strategy aims to capture early festive shoppers while building sustained emotional brand affinity throughout the peak Q4 retail period – the three months of the year where Not On The High Street Partners make on average 44% of their total annual sales. This year, we wanted to return to the very heart of what makes Not On The High Street so special.

That meant doubling down on what has always set us apart: the incredible talent and individuality of our small business community, the real people behind every product, and the deeply emotional connections that thoughtful gifting can create.

By bringing Detail Films on board, we’ve been able to return to brand storytelling rooted in authenticity and humanity, shining a light on the real people and craftsmanship behind the gifts you’ll find on our marketplace. – Rachel Wells, VP Brand & Experience at Not On The High Street