Instead of congratulating the holidays with a single Christmas advertisement, this year the British department store chain Marks & Spencer has chosen to deploy a content strategy that seeks to highlight the products in its catalog and accompany consumers throughout the season.

As is usual in recent years, the company has created a Christmas advertisement for its food division (M&S Food) and another for the fashion and home area (M&S Fashion, Home & Beauty). The approach allows Marks & Spencer to work with differentiated tones, while building the brand as a single universe.

Magic in a traffic jam, the M&S Food Christmas advert

For M&S Food, it has once again trusted actress Dawn French, who stars in the firm’s Christmas communication for the fifth consecutive year. She is accompanied once again by her particular fairy godmother who, on this occasion, helps her make one of the common traffic jams on the road during Christmas more bearable.

Thanks to its magic, a company delivery truck is transformed into a cozy dining room where all the drivers celebrate a party enjoying M&S Food products. They are also joined by chef Tom Kerridge, with whom the chain has collaborated for some time.
The spot shows some of the festive additions to the catalogue, such as Paella Bites or Fish and Chips Bites.

A different approach to M&S Fashion’s Christmas advert

On the other hand, Marks & Spencer has deployed a new approach for the M&S Fashion, Home & Beauty division with the aim of adapting communication to the way consumers shop in the final stretch of the year. Thus, the company will release several short videos and publish additional content over the coming weeks.

The change, as noted by Marks & Spencer, reflects how customers actually plan and buy, including gifts, party and loungewear, as well as winter fashion, as users think beyond Christmas, to the New Year and the cold.

Thus, the campaign celebrates M&S’ wide range of products and services in fashion, beauty, home and gifts, with specific content that will be published from the end of October to December. The strategy has begun with the publication of two 15-second pieces in which the product is highlighted, betting on the codes of the video clip, a casual tone and festive fun. Through them, the brand addresses the emotion linked to the magic of giving and receiving the perfect gift.

Starting November 6, two more short films will be available which, as explained by M&S, are set at a glamorous Christmas party and highlight a host in full celebration, wearing outfits and decorations. They will involve celebrations of those who make every effort to make Christmas unforgettable.
Finally, in the final stretch of the festive season, the company will promote itself with a 20-second spot in which two families pass each other on their Christmas walks, dressed in the best of M&S winter style.

The campaign includes executions in digital media, social networks, press, television and outdoor advertising, as well as collaborations with influencers and content creators.