Marks & Spencer (M&S) has unveiled details of its Christmas 2015 advertising campaign.
In a move away from the Christmas ad epic, the M&S 2015 campaign is a series of shorter ads that synchronize with different milestones on the festive calendar. From the party season to the joy and exhaustion of Christmas morning, M&S products take centre stage in a bid to show how the retailer has each of these moments covered.
Patrick Bousquet-Chavanne, executive director of marketing & international at M&S, said: “Customers tell us they experience Christmas as a series of mini-moments and emotions, and each moment matters in building that bigger sense of occasion. As a result, our approach is more box-set than blockbuster epic; as we wanted to capture that feeling of anticipation and create an upbeat campaign that moves with the pace of the season and shows how M&S can help make each moment special.”
The Art of Christmas campaign kicks off with an upbeat compilation film that takes the audience through the full series of Christmas moments. The sophisticated, theatrical style sees each moment played out in a larger than life manner, with oversized props, choreographed sequences and a sprinkling of festive nostalgia.
Seen from the perspective of wide-eyed eight year old Neve, the screen erupts into The Art of Making an Entrance and models strut their stuff in an array of partywear. The scene switches to The Art of the Night Before (pictured), as parents put the finishing touches in place, but 5am soon heralds the arrival of The Art of Noise, as children wake on Christmas morning and bounce on their oversized beds.
In The Art of Surprise three giant presents spill open to reveal the items inside and Neve jumps for joy at her cuddly polar bear. The Art of The Feast pans through a banquet packed with festive food and chattering relatives. Finally, the perennial Christmas image of Morecambe & Wise dances onto the screen, as the family settle into their supersized sofa for The Art of 40 Winks.
M&S notes that ‘catering for customers’ appetite for bite sized consumption of content,’ it will air 20 second edits of The Art of Making an Entrance, The Art of Noise and The Art of Surprise in tune with consumers’ shifting priorities. For example, The Art of Making an Entrance will air in mid to late November as party invitations firm up and outfit planning is in full swing.
M&S will also deliver a food campaign entitled Adventures In Christmas that also celebrates the many moments that make up Christmas. Patrick Bousquet-Chavanne commented: “Customers’ festive culinary experience is no longer focused on just the Christmas Day feast. Adventures In Christmas reflects our desire to inject more gourmet inspiration into the season’s calendar.”
The push kicks off with a compilation film of food moments: Adventures In Surprises, Adventures In Stars, Adventures In Glitz and Adventures In The Big Day. Each culinary moment has been edited into 20 second and 30 second formats to showcase what is special and different about M&S food.
The four ads will run in stages from November 15 to December 23 to provide inspiration for different food moments, beginning with Adventures in Surprises to assist with party planning, and culminating with Adventures In the Big Day.