Marks & Spencer shifts spotlight to Mrs Claus in magical Christmas ad

Social video expert Be On reviews the latest Christmas viral by Marks and Spencer


Video views on 15 November 2016: 4,856,782

"Rather than foregrounding the brand’s products as in previous years, the focus is shifting towards personal storytelling"


8.0 / 10

We’re all familiar with the key traits of Santa Claus, his jolly and generous nature, but of his female companion, little is known.

This year, retailer Marks and Spencer join the race to ‘win’ at Christmas advertising, by focusing on a character typically silent throughout history - Mrs Claus.

Hidden wardrobes, Ski-Doo racing and helicopter scenes , you might think you’re watching a James Bond Christmas special.

In "Christmas with love from Mrs Claus", this female protagonist is revealed as the true mastermind behind the magic of Christmas.

After waving goodbye to her husband as he ventures into the snow to deliver presents around the world, Mrs Claus embarks on a special project, helping six year-old Jake send his sister a thoughtful present. Created in collaboration with Rainey Kelly Campbell Roalfe/Y&R, this spot is a step change for Marks and Spencer.

Rather than foregrounding the brand’s products as in previous years, the focus is shifting towards personal storytelling. While this formula is in no way new, take John Lewis’ various tear-jerker Christmas spots as examples, Marks and Spencer certainly succeeds in telling a story far less told.

Other brands have followed suit, such as Waitrose with its endearing story of a treacherous journey involving two robins as they endeavour to be #HomeForChristmas. Sainsbury’s is also on this year’s ‘good’ list, taking a step in the right direction by representing real and diverse families, featuring same-sex parents, single Dads and interracial families.

Marks and Spencer’s strength and uniqueness however, lies in its focus on a female narrative. The epitome of elegance, its leading lady comes off as independent, confident, and more than capable of doing her husband’s job efficiently – a modern Mrs Claus for modern times.

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