The drive, which comprises a 60-second TV ad and press activity, is part of the retailer's 'get closer' positioning. The strategy was introduced in September after a strategic review alongside a relaunched brand identity, using the strapline 'No one gets you closer to the music, games and films you love'.
The TV executions will feature movie clips from favourite festive films, such as The Grinch and It's a Wonderful Life, as voted for by HMV customers.
The ad, which will run for two weeks, is set to Canadian singer Sarah McLachlan's version of Have Yourself a Merry Little Christmas, the original of which was used in the film Meet Me in St Louis.
HMV's print campaign, called 'My Christmas', is a festive version of its 'My inspiration' activity. However, instead of featuring the lyrics that inspired famous artists, it reveals what Christmas means to performers such as Paul Weller, Kylie Minogue and Rihanna, as well as film characters including Wallace and Gromit.
The ads were created by Beechwood; media buying was handled by OMD.
HMV's 'get closer' positioning was created by branding agency venturethree.