Christmas feels a lot closer once you’ve seen Mother’s big spot for Marks & Spencer. James Norton (Happy Valley, Grantchester) is the hot Santa who wants to know what Christmas is like for everyone else, and Lucy Punch (Motherland, Amandaland) his switched-on wife. The rest is a camp caper through commercialism with a warm glow at its heart; the message is that Christmas magic is created everywhere, not just the North Pole.
The campaign combines M&S’ clothing & home with its food offering for the first time since 2017. While the popular Dawn French will be missed by some, the combination makes sense in Mother’s hands – particularly as food continues to drive profits for the retailer, even while fashion grabs headlines.
James Norton: “I loved that this story takes such an iconic character and lets us see him differently. He gets to experience Christmas like the rest of us, discovering that the real magic is in the food, traditions and moments we share with the people we love. It’s warm, funny and full of Christmas spirit, and I’m very happy to have been briefly trusted with the red suit.”
Lucy Punch: “M&S and Christmas just go hand in hand, so it was an absolute joy to become part of that tradition this year. I loved that Mrs Claus is the one who gets this story moving. There’s something very sweet and fun about their dynamic, and something quite lovely about the idea behind it: this idea that the magic you’re looking for is actually happening all around you.”
Sharry Cramond, marketing director at M&S, said: “Customers don’t think about Christmas as one meal, one gift or one outfit. They think about all the moments that make the season special. M&S plays a unique role in helping customers create Christmas from start to finish… Bringing those categories together allows us to tell one connected Christmas story and celebrate all the ways our customers make the season their own.”
Andrew Hicks, marketing director of M&S Food, said: “Christmas is made up of countless moments, traditions and rituals that mean something different to every family. This year’s campaign brings that to life in a way that is warm, unexpected and full of charm, celebrating the special place M&S holds in our customers’ festive traditions.”
Singer Katherine Jenkins, whose well-known festive repertoire makes her a popular Christmas crooner, provides the soundtrack thanks to an updated rendition of 80s pop anthem, Heaven is a Place on Earth.
Mother’s film is directed by Shannon Murphy, known for TV series Dying for Sex and Killing Eve. She has a playful touch that makes light of the hard sell, while harnessing the power of a strong script and great casting. The result is a Christmas classic.
MAA creative scale: 9
