As November ushers in the holiday season, M&S is pulling back the curtain on its highly anticipated Christmas TV ad for Clothing & Home, marking a significant first with its new creative partner, Mother.
This star-studded TV commercial features a constellation of British talents, including Hannah Waddingham, Zawe Ashton, Sophie Ellis-Bextor, and Tan France. Set to a captivating rendition of Meatloaf’s ‘I Would Do Anything for Love (But I Won’t Do That)’ by the talented singer-songwriter Ray BLK, this ad captures the essence of Christmas.
Directed by Ally Pankiw, renowned for his work on «Feel Good» and «Black Mirror,» the campaign strikes a chord with the challenges of balancing holiday delights and the traditional obligations that come with the season.
M&S invites viewers to focus on what truly matters during Christmas, encouraging them to embrace cherished traditions and skip the ones that may not bring as much joy. The campaign’s empowering tagline, ‘Love Thismas (Not Thatmas),’ invites everyone to craft their ideal Christmas experience.
Through relatable and humorous scenes, each celebrity grapples with amusing dilemmas that mirror the everyday pressures many face in the lead-up to Christmas. These moments reflect the small sacrifices we make to create a special festive season for our loved ones.
Anna Braithwaite, M&S Clothing & Home Marketing Director, revealed that the campaign’s inspiration came from conversations with customers who often find themselves overwhelmed by extensive planning and obligations during Christmas. This year, M&S is all about celebrating and empowering its customers to focus on what truly matters to them.
The campaign’s creative content will span multiple channels, from video-on-demand (VOD) across various platforms to dynamic digital billboards and print cover wraps. The TV ad will make its full premiere during ITV’s Payback on Wednesday at 9pm. It will also feature in several podcast sponsorships, including Table Manners, The Therapy Crouch, Help I Sexted My Boss, Sh*gged Married Annoyed, Closet Confessions, and Spencer & Vogue.
M&S’s Christmas gifting offering encompasses Clothing & Home, Beauty & Food, Card & Wrap, and Decorate. Gifting ranks as the second most important priority for M&S customers this Christmas, following closely behind food and drink. The retailer anticipates a festive season filled with social events and occasions for its customers to enjoy.
Remaining committed to affordability, M&S is focusing on «protecting prices.» Around a third of its Gift Shop ranges are priced at £10 or under, with 70% of the offerings priced at £20 or less.
