M&S has released its clothing and home advertising campaign for Christmas 2024, told through a child’s eyes.
The retailer’s advert showcases the best of its partywear, decorations, gifting and homeware for the festive season and follows on from its food advert, which saw Dawn French return as the Festive Fairy.
The video stars 10-year old Skylar Blu from Britain’s Got Talent’s 15th season and is set to the tune of ‘I Believe in Miracles’ by the Jackson Sisters, produced in collaboration with creative agency Mother.
In the piece Blu plays a young girl who uses a magical snow globe to bring her family together in the most surprising ways.
The young girl at the heart of the story triggers her family’s festive transformation. When she first spots a snow globe from across the room, she looks into it and the magic starts to happen.
She hears a sound and suddenly hundreds of baubles tumble down the stairs in the hallway. As she continues to shake the enchanted snow globe, more magical events occur.
As the M&S advert progresses, viewers see the world through the child’s perspective and the laws of physics seem to warp.
Her family defies gravity, dancing together around the room, with snow swirling and twirling. By the end of the film, her whole family shares the same enthusiasm as the young girl, with a final tagline: ‘Christmas Starts Here’.
The full 90 second advert will premiere at 10.30am today (7 November) during ITV’s This Morning.
It will also be brought to life across M&S own channels including homepage, social, in store and via store window takeovers.
M&S clothing and home marketing director Anna Braithwaite 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.”
Director Elliott Power added: “The excitement of kids at Christmas is infectious, it reminds us what it felt like and it takes us back – this is not just a fashion film but a festive flight of fancy through a child’s eyes, a visual spectacle with a playful tone, with beautiful elevated festive fashion integrated throughout.”
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