With the festive season fast approaching, Marks & Spencer has lifted the curtain on its 2023 Christmas Clothing & Home campaign. Orchestrated by the recently engaged creative agency MOTHER and directed by Ally Pankiw, renowned for her work on “Feel Good” and “Black Mirror,” the campaign aims to capture the authentic essence of the holiday season.
The campaign is rooted in the understanding that the holiday season often presents a dichotomy—juggling the joyous aspects we cherish with the obligatory tasks we’d rather avoid. The tagline “Love Thismas (Not Thatmas)” serves as an invitation for the public to celebrate Christmas on their own terms, focusing on what truly brings them joy.
The TV advertisement for the campaign showcases four distinct British households, each featuring a well-known personality—actress Hannah Waddingham, singer and podcast host Sophie Ellis-Bextor, style guru Tan France, and actress Zawe Ashton. Each celebrity is portrayed navigating a humorous and relatable holiday dilemma, underscoring the common pressures and decisions that characterize the lead-up to Christmas.
Anna Braithwaite, M&S Clothing & Home Marketing Director, stated, “I’m sure everyone watching our ad will be able to relate to our fabulous cast of talent who so hilariously bring-to-life those little moments and dilemmas we all have at Christmas time! Before we created Love Thismas (Not Thatmas), we spoke to hundreds of our customers and they all told us that, at Christmas, they feel this pressure of having to worry about and plan so many things. We know it can often feel like the list is never-ending so this year we decided to celebrate and empower our customers to just do the things they love.”
The ad’s soundtrack features Ray BLK’s rendition of ‘I Would Do Anything For Love (But I Won’t Do That)’, encapsulating the campaign’s playful yet poignant spirit.
Hannah Waddingham said, “I love the build up to Christmas and all the magic and sparkle that comes with it! If I’m perfectly honest, I’d be happy to start it all in November! Getting glammed up and spending time with loved ones and family is something I look forward to the most, so filming this campaign really got me in the festive spirit. M&S is always my go-to destination for picking up Christmas gifts and let’s not forget the foooood!……so being involved in the campaign has been so special and a great pleasure.”
Tan France remarked, “I’ve loved M&S since I was a child, and so to be included in this campaign is such an exciting moment for me. I love celebrating Christmas with my kids and all the festivities that come with it (yes – even those home-made decorations!), and I’m so excited to share this campaign with them – they love going into M&S when we’re back in the UK, so they’ll be super excited when they see the ad.”
Zawe Ashton commented, “Who doesn’t love an M&S Christmas? I’m delighted to be playing a part in the campaign this year – I have a special place in my heart for M&S. I can’t wait to really embrace the season and make the most of every minute with my family.”
Sophie Ellis Bextor added, “My kids all still love the magic of Christmas, so it’s a really exciting time in our household – we love hosting Christmas, so having a house-full is when I’m happiest. We’ve got so many Christmas traditions in our family, which we add to each year – it’s always busy for us, and I love it that way! Being able to be a part of one of the biggest TV ad campaigns of the year is so exciting, I can’t wait to see it go live!”
The campaign will be disseminated through various media channels, including Video On Demand (VOD) and digital billboards. The TV ad will make its full-length debut at 9 pm during “Payback” on ITV on November 1st. It will also be featured in podcast sponsorships such as Table Manners, The Therapy Crouch, and Help I Sexted My Boss.
