Marks & Spencer is celebrating the transformative effect of the festive season with its latest big-budget ad as it looks get shoppers in the mood this Christmas
The centrepiece of the campaign, ‘Christmas Starts Here’, is a 90-second TV advert told through the eyes of a mischievous but charming young girl.
Starring 10-year-old Skylar Blu, known for her appearance on Britain’s Got Talent, the advert showcases the best of Marks & Spencer partywear, decorations, gifting, and homeware for the festive season.
The brand’s story unfolds as the young girl discovers a magical snow globe that brings her family closer together in unexpected ways.
The advert is directed by Emmy-nominated Elliot Power, with choreography by Corey Baker, known for his work on the recent Beetlejuice Beetlejuice film. Set to the song ‘I Believe in Miracles’ by The Jackson Sisters, the ad was produced in collaboration with creative agency Mother.-
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“For many of our customers, Christmas is one of the biggest events in the calendar, a moment for the whole family to look forward to, to come together and create lasting memories,” Marks & Spencer clothing and home marketing director, Anna Braithwaite said.
“The festive season instils a sense of hope, wonder and joy and this year, we’re taking a playful approach by adding a little fantasy to our Christmas campaign. We have long been known to deliver the magic and sparkle of Christmas for our customers and this season, through our campaign, we’re showcasing the very best of M&S, with exceptional quality, stylish clothing and innovative, thoughtful and playful gifts – all at a great value.”
The campaign will run across various channels until 15 December with customers able to upload a photo of their Christmas tree online or on social media to see it appear in their own personalised, AI-generated snow globe.
Additionally, sharing their pics on social media will enter them into a competition to win a 3D-printed real-life version of their snow globe, complete with miniature versions of themselves inside.
