What if Santa Claus walked among us and enjoyed the holidays like one more? That’s the scenario Marks & Spencer has imagined in its Christmas advert. Titled “The Home of Christmas” and designed by the creative agency Mother, the campaign presents the British department store chain as the place to find everything you need to fully enjoy the celebrations.
The ad presents a Santa Claus who wants to experience Christmas in the first person
And for the first time since 2017, M&S brings together its fashion, home, beauty and food sections in the same spot. For this reason, the company has chosen to present its proposal as if it were the first time and tells the story of a Santa Claus, played by actor James Norton, who realizes that he has never really enjoyed Christmas and decides to go to the real world to experience the celebrations in person.
Encouraged by Mrs. Claus (Lucy Punch), he changes his classic red suit for a Christmas sweater and shaves his beard to go unnoticed. Almost incognito, all kinds of people discover a closer Santa Claus, excited by the traditions and encounters that take place in homes across the country. Its tour showcases food, gifts, fashion and homewares and highlights how the M&S catalog helps customers this festive season.
The advertisement, produced by Smuggler, takes place to the rhythm of a version of the song “Heaven Is a Place on Earth”, by Belinda Carlisle, recorded especially for the occasion by singer Katherine Jenkins, who also makes a cameo.
The ad will run on television, video-on-demand platforms, cinema and the campaign will include activations in outdoor advertising, radio, digital and print media, collaborations with influencers and public relations actions. It also includes dedicated sections for recipes and cooking tips on its website, as well as curated lists of favorite items from a selection of British celebrities. On social media, M&S is also publishing additional content showing the Claus couple enjoying the company’s products.
Original M&S Instagram post
From the brand, they assure that the advertisement celebrates all the moments that make Christmas special and the role that M&S plays in it. “As the only retailer with a truly cross-over offering spanning food, fashion, beauty, gifts and home, M&S plays a unique role in helping customers create Christmas from start to finish“said Sharry Cramond, Marketing Director of fashion, home and beauty at M&S, in a statement. “Bringing those categories together allows us to tell a connected Christmas story and celebrate all the ways our customers make the season.“.
For his part, Andrew Hicks, Food Marketing Director at M&S, pointed out that the department store chain has played a key role in Christmas celebrations for generations, helping to make them feel unique. ”“This year’s campaign brings that to life in a warm, unexpected and charming way, celebrating the special place M&S holds in our customers’ festive traditions and reinforcing why we are proud to be The Home of Christmas,” he said.
