Marks & Spencer wins online battle of the Christmas ads

Marks & Spencer has won Campaign's hotly contested battle of the Christmas ads, with over 30 per cent of the online votes.

The "#FollowTheFairies" spot by Rainey Kelly Campbell Roalfe/Y&R received a third of the online votes, over 2,000 in total. The ad captured 33 per cent share of the votes across the two-week period.

Sainsbury’s "Christmas is for sharing" by Abbot Mead Vickers BBDO came second with over 1,600 votes and 27 per cent share of the total, while John Lewis’ "Monty the Penguin" by Adam & Eve/DDB trailed third with only 15 per cent of the votes.

Tesco’s "lights up" by Wieden & Kennedy had the fewest votes of any of the ads in the poll with only 12 votes and a 0.2 per cent share.

See full results below:

BrandNumber of votesOverall %
Marks and Spencer 2,044 33.89%
Sainsbury's 1,683 27.9%
John Lewis 916 15.19%
Debenhams 363 6.02%
Vodafone 348 5.77%
Boots 276 4.58%
Mulberry 161 2.67%
Asda 73 1.21%
Waitrose 34 0.56%
Littlewoods 32 0.53%
Burberry 28 0.46%
Argos 23 0.38%
Lidl 21 0.35%
Aldi 18 0.3%
Tesco 12 0.2%



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