Marks & Spencer has done something different with its Christmas ad this year.
Unlike its competitors, who have produced blockbuster-style campaigns that could be standalone short films in their own right, the British retailer has opted for a lower-budget ad starring brand ambassadors David Gandy and Holly Willoughby.
The 60-second ad promotes the company’s home and clothing strands and revolves around the theme of Christmas “must-haves”, depicting a number of quirky festive traditions, such as singing along to a famous scene in Bridget Jones’ Diary.
Set to “Give a Little Love” by Tom Jones, the playful ad begins with Willoughby wriggling underneath a Christmas tree in a bid to plug in her decorative lights.
Next, we meet a festive party-goer doing the rounds at various celebrations, followed by a group of young friends singing their hearts out to “All By Myself” while watching Bridget Jones do the same in the beloved romantic comedy.
But the undisputed highlight of the short clip is when we see David Gandy, one of the nation’s most famous male models, doing the washing up while wearing marigolds in a bid to “impress the in-laws” with his domestic prowess.
Willoughby, whose partnership with M&S is said to have boosted the British brand’s social media engagement by 600 per cent since it was announced in September, explains how the scenes depicted in the ad reflect her own personal Christmas traditions.
“Christmas in the Willoughby household is a pretty big deal!” the This Morning presenter comments.
“Christmas to us means new PJs for all the family on Christmas Eve, all jumping into our bed Christmas morning to see what Santa has bought us, filling our faces with turkey and mince pies, then a bit of squabbling over the washing up on Christmas afternoon before cuddling up in comfy jumpers to watch a Christmas classic on TV.”
The ad will make its TV debut on Tuesday 13 November, airing on Good Morning Britain.
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