The activity, created by WCRS, marks a change in strategy for the brand, which has focused on repositioning as a fashion-led retailer - it is creating seven womenswear brands this year to accompany its £50m fast-fashion line, Love Label.
The ad, which was shot in Brazil and introduces the strapline 'Bringing style to your door', features a 'tribe' of women wearing clothing and playing with products taken from a Littlewoods Direct plane that has landed on their island. The pilots are played by style gurus Trinny Woodall and Susannah Constantine.
The TV work will be supported by an online push and ads in women's titles including Marie Claire and Glamour. The brand also sponsors ITV show Trinny and Susannah Undress the Nation.
The activity, which breaks next Monday (7 July), is part of a £16m adspend this year, aimed at driving the firm's online business. This is forecast to reach £1bn by 2011.
The firm, which is owned by Daily Telegraph proprietors the Barclay brothers, is two years into a five-year turnaround programme, following its merger with Great Universal Stores in 2005. Its own-brand products generate 50% of sales.
The brand's marketing is overseen by David Inglis, who joined Littlewoods as group buying and merchandising director last March and was promoted to group trading director in January as part of a board restructure.