The retailer has partnered with Neighbourly to donate £1m to 1,000 community groups across the UK, some of which are shown in the ad.
The advert marks the start of M&S’ ‘Gifts that give’ campaign after it found that 69% of local community groups reported a rise in pressure on their services but a drop in funding.
Nine of the groups that will receive funding were selected to appear in the ad, including Kearsley Youth Brass Band, female dance troupe Bengali Sanskriti Club and Kaotic Angels – a group of former military and service men who came together through a love of motorcycles and distribute meals to those in need.
The ad is soundtracked by Harry Styles’ song Treat People With Kindness and the pop star has donated his fee to homelessness charity Centrepoint.
M&S clothing and home marketing director Anna Braithwaite said: “Christmas is a time that brings families and communities together, and we know customers are determined to protect those celebrations.
”Through our campaign and product ranges we want to help make that possible, providing much-needed funds to the incredible groups that light up our local communities and by doubling down to deliver the exceptional trusted value our customers want – as they seek out more considered, stylish and thoughtful gifts.
”There really is no better feeling than giving – and we hope this feel-good campaign puts a smile on our customers’ faces this festive season.”
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