The goal is to re-brand Covent Garden as a shopping destination, to get Londoners as well as tourists to reappraise the area and discover a premium shopping experience for the Christmas shopping season.The ad opens on a surreal grey world, representative of a possible typical Christmas day in London. However, this Christmas day is different, the grey world then transforms into one of euphoric frenzy and beauty with magical white lights and snow in contrast to the typical low end high street experience with the same old red and green lights, Santa grottos and reindeers.