M&S Christmas campaign inspires shoppers to have festive fashion makeover

The magic of a Marks & Spencer’s Christmas is brought to life via the ‘Christmas Starts Here’ campaign. Gracing our screens from today, shoppers are reminded of the power of festive fashion to evoke the infectious spirit of the holiday season.

As part of the campaign, the TV ad features young star Britain’s Got Talent’s Skylar Blu, who is the catalyst and bringing her family together – all dressed in festive fashions – with the help of a magical snowglobe.

By the end of the clip, each family member embodies the same infectious energy as the young girl, all having the time of their lives. The story ends with the title: ‘Christmas Starts Here’.

The campaign, featuring the funky stylings of the Jackson Sisters, was directed by Emmy-nominated Elliot Power and choreographed by Corey Baker, known for his work on the movie Beetlejuice Beetlejuice.

Showcasing the best of M&S Womenswear, Menswear, Sleepwear, Kidswear, Home and gifting, it is expected to reach 51 million customers on an average of 13 times this festive season.

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, added: "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."

The full 90-second advert will premiere today during ITV’s This Morning and will run until 15 December.

The TV ad will also be brought to life across M&S' channels including its online. homepage, social media, in-store and via store window takeovers.

But the festive fun doesn't stop there. Customers are invited to interact with the ad by uploading a photo of their choosing to see it magically appear in their very own personalised, animated AI-generated snow globe. If shared on social media, they will be entered into a competition for their snow globe to come to life with a 3D-printed version.