M&S and ODD are back for a second helping at Christmas

Marks & Spencer’s “Go Jumpers” campaign might not have had the emotional impact of John Lewis or the cultural impact of Ikea, but it’s had a sales impact: the featured blue fairisle jumper was the retailer’s biggest selling womenswear product last week, with one sold every minute.

Agency ODD now turns its attention to pyjamas, which are M&S’s other big seller at Christmas. It’s essentially the same ad as the “Go Jumpers” spot — even down to the cute dog cameo at the end — but this time nobody has bothered to get dressed.

The “shoulder roll” dance move has yet to take off, but it could still have its moment on Christmas day, when we are all too stuffed to get up from the sofa.

MAA creative scale: 5

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.