Not on the High Street has unveiled a two-part Autumn and Christmas campaign.
The marketing drive marks a 120 per cent increase to the brands TV and VOD investment when compared to the previous year. According to Not on the High Street, the retailer chose to run consecutive spots from October to December to “capture early festive shoppers”. The strategy also allows the brand to build “sustained emotional brand affinity” throughout the peak trading period.
Directed by Benji Jackson and Will Warr of Detail Films (known as one half of food and travel brand Top Jaw and for filming Princess Kate’s ‘Mother Nature’ series) , the campaign is centred on craftsmanship, personalisation and gifting. It will launch on October 1 2026 and features a 30 second spot, which will roll out across video-on-demand, YouTube and all owned social channels.
The film provides audiences with a behind-the-scenes view of the artisans and craftsman who sell their products via the platform. Three of its small business partners are featured in the spot; Kate Brigden (ceramicist), Posh Totty (jeweller), and This is Nessie (artist).
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Rachel Wells, VP brand and experience at Not On The High Street said: “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.”
Following the Autumn spot, Not on the High Street will release a 45 second Christmas TV spot that will run from November through to mid-December. The spot follows Ted and his Granny and explores themes such as honouring the memory of loved ones and thoughtful personalised gifting.
The product featured in the Christmas spot was handcrafted for the film by MijMoj, a small business based in Wales that makes bespoke wooden items.
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