The retail giant will release several “mini films” to showcase its fashion, home and beauty products throughout the season instead of one hero ad.
M&S said the shift mirrors how shoppers plan and purchase during the golden quarter, starting with gifting, followed by a focus on partywear and homewear, then winter style.
The Christmas campaign will be released in three stages, with the first phase, ‘Give the Gift’, featuring two 15-second films sharing a music video-style moment of someone enjoying their presents from M&S.
Part two, ‘Host with the Most’, lands on November 6, with two 15-second ads set at a glamorous festive party to spotlight the brand’s partywear and décor.
The final instalment, ‘Get your Christmas On’, released on December 4, showcases M&S’ winter clothing in a 20-second festive catwalk moment as two families cross paths on their Christmas Day walks.
The campaign will be rolled out from late October through December, across digital, social, print, TV and out-of-home.
M&S fashion, home and beauty marketing director Sharry Cramond said: “This year’s Christmas campaign is more modern and more relevant. It’s rooted in what our customers are telling us – how they’re planning and how they want to celebrate.
“We realised that we were considering Christmas shopping missions too holistically. Customers don’t think or shop in that way – everything all at once. Our research showed us that customers tend to shop in phases across the period, starting with gifting and then moving on to parties and then hosting at home.
“Rather than focusing on one hero ad and then cutting it down, we’re taking a more contemporary approach with different mini content drops. Each film will showcase the full magic of M&S in a way that feels fun, relevant and, of course, super stylish.”
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