Embrace the Joy of Thismas, Not Thatmas, with M&S this Christmas

M&S has introduced a new Christmas campaign for its clothing and homeware division, featuring a television advertisement that urges customers to alleviate the pressures of the holiday season and concentrate on the meaningful aspects of this time of year.

Set in the homes of four popular British celebrities, the ad showcases actresses Hannah Waddingham and Zawe Ashton, singer Sophie Ellis-Bextor, and presenter Tan France. The celebrities express their frustration with traditional Christmas activities that actually take away from the joy of the holiday season. Instead, they reject these activities and focus on what truly brings them happiness.

Accompanied by a cover of the Meat Loaf classic 'I would do anything for love (but I won't do that)' performed by musician Ray BLK, the ad aims to empower viewers to recognize the common actions that make the festive season truly magical when spent with loved ones.

According to Anna Braithwaite, the marketing director for M&S clothing and home, the advertisement's message was based on extensive research. She explains that when they surveyed customers earlier in the year, the general sentiment was that people were seeking a simpler Christmas. They wanted to disconnect from all the events of the year and focus on prioritizing time with friends and family.

The talent was chosen specifically because of M&S's wide range of consumers. Finding celebrities to appeal to the diverse age span of around 20 million males and females was a challenge.

While humor is present in the ad, empathy is its primary attribute. This sets it apart from other Christmas ads this year that focus on pricing and value. Braithwaite explains that M&S has already communicated its value proposition through various means throughout the year.

“We will never attempt to have the lowest prices, and we do not aim to do so. However, we have complete confidence that our products, whether it be party wear, Christmas PJs, or beautiful home goods, offer better quality and value compared to our competitors,” Braithwaite explains.

In line with this, the Christmas campaign, although different in creativity from the M&S food campaign, does share some similarities. Braithwaite expresses her hope that consumers will recognize the correlation between the two campaigns, but acknowledges that clothing and food have distinct purchasing behaviors that change and take precedence during the Christmas season.

The ad, developed in collaboration with Mother, also includes an OOH component that will be launched alongside the TV ad. Showcasing the individuals featured in the commercials dressed in M&S clothing, the OOH ads also incorporate the 'Love Thismas, not Thatmas' slogan.