The Marks & Spencer advert is ”inspired by the insight that, for many, it can be a challenge striking the balance between celebrating the things we love about the holidays, and taking on some things we might not enjoy as much but feel obliged to do anyway.”
Set to the soundtrack of a cover of Meatloaf’s I Would Do Anything for Love (But I Won’t Do That), the ad encourages people to decide what makes Christmas work for them and skip aspects they don’t enjoy. It uses the strapline ‘Love Thismas (Not Thatmas)’.
The ad features actors Hannah Waddingham and Zawe Ashton, singer Sophie Ellis-Bextor, and presenter and style expert Tan France in ”humorous and irreverent scenes” in which they face seasonal dilemmas.
M&S clothing and home marketing director Anna Braithwaite said: ”Before we created Love Thismas (Not Thatmas), we spoke to hundreds of our customers and they all told us that, at Christmas, they feel this pressure of having to worry about and plan so many things.
“We know it can often feel like the list is never-ending, so this year we decided to celebrate and empower our customers to just do the things they love.”
“The soundtrack captures the tongue-in-cheek spirit of the campaign, empowering viewers to acknowledge the things we all do – some that we love, and some that we may like doing a little less – that makes the festive season a truly magical time with loved ones.”
The ad was created by M&S’s newly appointed creative agency, Mother, and will air on TV for the first time tonight at 9pm during Payback on ITV. It will also run on other platforms, including a range of podcasts.
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