‘Great opportunities ahead’: M&S on why its festive ad reflects ongoing ‘transformation’
Three years into its transformation, Marks & Spencer is tapping into the magic of a family Christmas in a bid to enhance its style perceptions.
Marks & Spencer’s clothing and home festive campaign moves away from a celebrity focus and towards the family magic of Christmas.
Told through a child’s eyes, the TV ad shows a young girl using a magical snow globe to make her family come together and transform her home into a festive celebration, followed by the tagline: ‘Christmas Starts Here’.
According to M&S clothing and home marketing director Anna Braithwaite, the brand took an “intrinsic” approach to the marketing strategy and brand values of “style, value and quality”, adding the company “never stops thinking about Christmas” throughout the year.
