The online department store is planning a major marketing push for the seasonal shopping period. The site will also feature clothing lines developed by the two presenters.
The TV campaign is the first major work for the brand since ad agency VCCP was appointed to the account earlier this year. The work, which breaks on 1 November, will show Willoughby and Cotton on a 400m2 ice rink.
The spot is aimed at a young consumers keen to shop online this Christmas.
Very.co.uk is part of Shop Direct Group, which owns brands including Littlewoods, Great Universal and Marshall Ward. The online department store launched on 5 July and is supported by a monthly magazine.
Willoughby and Cotton previously teamed up for a TV campaign promoting the Nintendo DS game Girl Band.
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