The stunning new commercial showcases the best in partywear and gifting and is the second by M&S this Christmas, coming after Dawn French featured in the firm’s Food ad
M&S Clothing and Home: Christmas Advert 2024
M&S has brought out its Clothing & Home advertising campaign for Christmas 2024.
Told through a child’s eyes, the new TV ad is a visual spectacle showcasing the best of M&S partywear, decorations, gifting and homeware for the festive season and follows on from the firm’s Food advert which saw Dawn French return as the Christmas Fairy as well as make a cameo appearance.
The Clothing & Home advert features 10-year-old star Skylar Blu, from Britain’s Got Talent, Season 15 and is directed by Emmy-nominated Elliot Power, with choreography by Corey Baker, known for his work on the movie Beetlejuice Beetlejuice. It is set to the song ‘I believe in miracles’ by Jackson Sisters and was produced in collaboration with creative agency MOTHER.
It sees a slightly mischievous but charming young girl, played by Skylar who uses a magical snow globe to make her family come together in the most unexpected ways.
At the start of the advert, the protagonist stands out amongst her subdued family as she spots a snow globe across the room. She peers in, tilts the globe and something magical starts to happen – she hears a noise and suddenly hundreds of baubles come cascading down the stairs in the hallway.
As she continues to tip the enchanted snow globe, further magical events begin to take place. With a movement of the globe – the whole room turns upside down, as her family defy gravity dancing in unison across the walls, onto the ceiling and in the air, with snow falling and whirling around the room in a pure flight of fantasy.
By the end, everyone embodies the same infectious energy as the young girl, and, with her family they are having the time of their lives. The story ends with the title: ‘Christmas Starts Here’.
Anna Braithwaite, M&S clothing & home marketing director said: “For many of our customers, Christmas is one of the biggest events in the calendar, a moment for the whole family to look forward to, to come together and create lasting memories. The festive season instils a sense of hope, wonder and joy and this year, we’re taking a playful approach by adding a little fantasy to our Christmas campaign.
“We have long been known to deliver the magic and sparkle of Christmas for our customers and this season, through our campaign, we’re showcasing the very best of M&S, with exceptional quality, stylish clothing and innovative, thoughtful and playful gifts – all at a great value.”
Director Elliott Power said: “The excitement of kids at Christmas is infectious, it reminds us what it felt like and it takes us back – this is not just a fashion film but a festive flight of fancy through a child’s eyes, a visual spectacle with a playful tone, with beautiful elevated festive fashion integrated throughout.”
As well as on social media, the full 90-second advert will premiere today at 10.30am during ITV’s This Morning.
During December, customers wishing to interact with the ad will be able to upload a photo of their own Christmas tree online or on social media and see it magically appear in their very own personalised, animated AI generated snow globe. If they share it on social media, they will be entered into a competition for their snow globe to come to life with a 3D printed real life version which will include mini versions of themselves inside, just like the ad.
Items from the advert can be purchased in-store and online, including the Kids Sequin Cold Shoulder Top £22, Mini Sequin Skirt £22 and Freshfeet™ Mid-Calf Boots in Black £32 that is worn by Skylar.
Other fashion highlights from the commercial include the Bow Detail Round Neck Mini Shift Dress, £59, Diamante Fringed Shoulder Bag £59 and Lyocell™ Blend Wide Palazzo Leg Jeans £45.00, Black Bow Block Heel Slingback Shoes, £35.
Menswear available includes Autograph Houndstooth Shirt, £40, Pure Extra Fine Merino Wool Roll Neck Jumper, £45 and Autograph Wool Bomber Jacket, £99.
Last year, the firm faced controversy over its advert featuring stars such as Sophie Ellis-Bextor and Hannah Waddingham, after an outtake showed red, green, and silver paper hats burning in a fireplace.
Some social media users claimed the colours of the hats resembled the Palestinian flag, leading M&S to remove the image and apologise for any unintentional hurt caused.