Paddington Bear set to star in M&S Christmas ad

Marks & Spencer's Christmas ad is to feature Paddington Bear, Campaign has learned.

Paddington Bear set to star in M&S Christmas ad

The spot will be created by Grey London, which picked up the account last year.

The ad will be timely for the launch of the second Paddington film, which is due to be released in the UK on 10 November.

The adorable bear will be a shift away from previous M&S Christmas campaigns, that were previously created by Y&R London.

Last year’s ad made Mrs Claus the centre of attention, and the retailer said at the time that it was it’s most "customer-centric" campaign to date.

It will not be the first time a Christmas campaign will feature an animated bear; last year Heathrow and Havas London created a spot with two bears.

Havas is currently promoting the new Paddington film with large book installations around London.

An M&S spokeswoman said: "We’d never reveal the story of our Christmas ad ahead of the campaign launch; you’ll just have to wait and see what we have in store for customers this year."

Grey London declined to comment.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content