The 2024 Christmas campaign by M&S prominently features a TV commercial directed by Elliot Power.
- Young dancer Skylar Blu stars in the ad, which captures the essence of festive spirit through family togetherness.
- A magical snow globe intensifies the festive atmosphere, enriching home decor and fashion.
- Choreographed by Corey Baker, the ad is set to the classic tune ‘I Believe in Miracles’.
- M&S aims to deliver stylish, quality clothing and playful gifts, enhancing the festive mood.
Marks & Spencer has launched its Christmas campaign for 2024, centred around a television commercial directed by the Emmy-nominated Elliot Power. This advertisement is aimed at showcasing the brand’s clothing and home division with an engaging narrative that appeals to a broad audience. Power, known for his work with brands like StockX and New Balance, brings a unique flair to the project, blending visual artistry with festive joy.
The commercial stars 10-year-old dancer Skylar Blu, who enacts the role of a young girl feeling disheartened by her family’s lack of enthusiasm for the season. In the narrative, a magical snow globe becomes the catalyst for transforming their home into a vibrant space, filled with stylish apparel and festive homeware, highlighting M&S’s autumn-winter collection.
Corey Baker, a renowned choreographer from New Zealand, has crafted the dance sequences for this campaign, intertwining them with the lively beats of the 1976 hit ‘I Believe in Miracles’ by the Jackson Sisters. Baker’s expertise, noted for the choreographic work on the Beetlejuice reboot, adds an additional layer of energy and creativity to the advertisement.
M&S’s marketing director, Anna Braithwaite, emphasised the emotional resonance of the festive season for their customers. She points out that the campaign is designed to evoke feelings of wonder and joy while making the festive experience playful and memorable. The brand’s commitment to providing ‘magic and sparkle’ this season focuses on exceptional quality and stylish offerings at competitive prices.
Elliot Power describes the ad not as just another fashion film but a ‘festive flight of fancy through a child’s eyes’. This approach blends imaginative storytelling with elevated fashion, appealing to the nostalgic sentiments of the audience, and thereby integrating high-quality festive fashion seamlessly into the storyline.
M&S’s 2024 Christmas campaign creatively captures festive joy through enchanting storytelling and stylish offerings.
