The campaign "It's the very best excuse" by Very, launched in the UK in October 2021, positions the brand as a convenient and timely destination for early Christmas shopping. The core brand proposition emphasizes immediacy and accessibility, highlighting Very’s extensive fashion range—from celebrity collaborations to high street brands—paired with efficient next-day delivery services. This dual promise of variety and convenience aims to make Very the go-to choice for consumers who want to kickstart their festive purchases without delay.
Strategically, the campaign taps into the insight that consumers increasingly seek seamless and flexible shopping experiences, particularly during the holiday season when demand for speed and choice peaks. By framing “Christmas is this very moment,” the campaign encourages shoppers to abandon traditional timelines and embrace spontaneity, turning early gifting into a justified and appealing action rather than a rushed necessity. The creative angle leverages this reframing as an "excuse" to shop now, thereby reducing the psychological barrier of premature purchasing.
Targeting consumers who value both style and convenience, the campaign integrates a performance-driven approach typical of Retail Services, connecting emotionally through the festive context while driving direct traffic and transactions via digital channels. The media execution on YouTube, supported by social media platforms, capitalizes on engagement during a critical seasonal period. With nearly 3 million views, the campaign demonstrates strong reach, reinforcing Very’s market positioning as a reliable, immediate solution for holiday retail needs.
FORMAT#6 BENEFIT CAUSES STORY — Builds a story where the product’s benefit is the reason for the action or twist.
This campaign, “It’s the very best excuse,” centers around the premise that the desire to start Christmas early is itself validated and enabled by the retailer Very’s offerings, especially in the context of next-day delivery and a vast range of products. The narrative likely builds on the benefit (comprehensive fashion and holiday goods, quick availability) being the “excuse” for indulging early in festivities. Rather than illustrating a problem/solution structure or a classic story arc, the central twist is that Very’s service is such a compelling benefit, it justifies breaking with traditional timing and getting festive right away. There’s no indication of symbol-driven storytelling, comedic parody, or use of testimonials—just a central benefit causing the holiday action.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Amazon UK – Market Positioning
Amazon UK leverages unparalleled product variety, competitive pricing, and fast delivery through advanced logistics. It emphasizes convenience and customer-centric innovation such as personalized recommendations and a seamless shopping experience, establishing itself as the dominant e-commerce marketplace across multiple retail categories.
2. Argos – Market Positioning
Argos positions itself as a versatile, accessible retailer combining online convenience with a widespread physical store presence. It focuses on same-day availability, a broad product range from electronics to home goods, and a click-and-collect service that appeals to customers seeking speed and flexibility.
3. John Lewis & Partners – Market Positioning
John Lewis markets itself as a premium department store offering quality, trusted brands, and exceptional customer service, including a strong online platform. Its emphasis on ethical sourcing, enduring value, and loyalty through the “Partners” employee ownership model differentiates it within the retail services sector.
4. Marks & Spencer (M&S) – Market Positioning
M&S differentiates through high-quality food, clothing, and home products. It focuses on British heritage, innovation in sustainable sourcing, and a robust omnichannel approach. The brand promotes reliability and style for middle-market consumers, blending tradition with modern retail trends.
5. Very.co.uk – Market Positioning
Very targets mid-market consumers by providing flexible finance options, extensive product variety across fashion, electronics, and homeware, and a personalized shopping journey. Its competitive edge lies in combining accessible credit solutions with a user-friendly digital platform to drive repeat purchase and affordability.
Q: What is It's the very best excuse about?
A: It's the very best excuse is a professional campaign created by Grey for the brand Very, released in the United Kingdom in 2021. The campaign was developed for the Retail Services sector and centers on the idea of encouraging consumers to start their Christmas celebrations early. Through a film-led approach, the campaign positions Very as the ultimate destination for festive shopping, highlighting its extensive range of fashion—from celebrity collaborations to high street brands—and its next-day delivery service. The creative narrative reframes early holiday shopping as a positive, timely action, making Very synonymous with immediacy and convenience during the holiday season.
Q: What creative device does It's the very best excuse use?
A: It's the very best excuse employs the FORMAT#6 BENEFIT CAUSES STORY approach, as classified by Clapboard's 12-format taxonomy. This technique constructs a narrative in which the product’s core benefit—Very’s wide selection and rapid delivery—serves as the direct catalyst for the consumer’s action, in this case, starting Christmas early. Rather than presenting a traditional problem/solution or testimonial structure, the campaign’s twist is that Very’s service is so compelling it becomes the reason to embrace festive shopping ahead of schedule, making the benefit itself the story’s driving force.
Q: What is the campaign proposition for It's the very best excuse?
A: The campaign proposition for It's the very best excuse positions Very as the go-to retailer for consumers who want to begin their Christmas shopping without delay. By emphasizing immediacy and accessibility, the campaign targets shoppers who value both style and convenience, highlighting Very’s extensive product range and next-day delivery options. The message reframes early festive shopping as an appealing and justified action, tapping into consumer demand for seamless, flexible retail experiences during the holiday period. This strategic positioning aims to reduce hesitation around early purchasing and drive direct engagement through digital channels.
Q: How does It's the very best excuse rank in Clapboard's archive?
A: In Clapboard's global ad archive, It's the very best excuse holds a Clapboard Campaign Score of 59/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Very's category?
A: In the retail services category, Very competes with several major players. Amazon UK dominates with unmatched product variety, competitive pricing, and fast delivery driven by advanced logistics. Argos offers a blend of online convenience and physical store access, focusing on same-day availability and flexible click-and-collect services. John Lewis & Partners positions itself as a premium department store known for quality brands, exceptional service, and ethical sourcing. Marks & Spencer differentiates through high-quality food, clothing, and home products, emphasizing British heritage and a robust omnichannel approach. Each of these brands shapes the competitive landscape in which Very operates.
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