M&S unveils Christmas Starts Here clothing and home campaign
M&S has unveiled its 2024 Christmas campaign for its clothing and home ranges.
Aiming to highlight how Christmas can have a transformative effect on people, the campaign includes a TV ad featuring ten year old Skylar Blue who appeared in series 15 of Britain’s Got Talent.
The ad sees Blue’s young girl use a magical snow globe to bring her family together in the most unexpected ways and to help her be a catalyst for their festive transformation.
Directed by Emmy nominated Elliot Power, with choreography by Corey Baker, the ad is set to the song ‘I Believe in Miracles’ by Jackson Sisters and was produced in collaboration with creative agency Mother.
Anna Braithwaite, M&S clothing & home marketing director, said: “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.
“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 creative is being executed across a range of channels from 7 November to 15 December. These include VOD, SVOD and cinema, as well as dynamic digital screens across key cities and print cover wraps. The TV ad will also be brought to life across the retailer’s own channels including homepage, social, in store and via store window takeovers.
Customers wishing to interact with the ad will be encouraged to upload a photo online and see it magically appear in their own personalised, animated snow globe,. If they share this on social, they will automatically be entered for a competition for their snow globe to come to life with a 3D printed, real life version.
M&S said the campaign is set to reach 51 million customers over an average of 13 times.
