The Shop Direct Group has unvieled the first creative from its new Christmas campaign featuring Holly Willoughby and Fearne Cotton.

The first toy-focused ad sees the TV duo, equipped with a Very-branded van and an armfuls of gifts, prevailing against Santa to provide a family with the best Christmas presents. See the video below.

Hasbro’s Ultimate Optimus Prime is featured alongside the Nintendo 3DS, with Let’s Rock Elmo also making an appearance.

Gareth Jones, retail director, Shop Direct Group, said: "We have ensured we injected a humorous and tongue in cheek element into the campaigns to help try and lift some of the doom and gloom which many consumers are clearly feeling at the moment."

He added: "These campaigns underline the confidence we have, both in our brands and our fantastic product offering this Christmas. We can now offer something for everyone this festive period and with the launch of isme at the start of this year our brands now feature fantastic fashion for women of all ages, from 18 to 80 years."

Earlier this year, an independent survey found that Very.co.uk was the UK's second most popular digital retail brand.