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Marks & Spencer follows up #GoJumpers with Go Pyjamas

Lauretta Roberts
22 November 2019

Marks & Spencer has followed up on the positive buzz around its #GoJumpers Christmas ad campaign with a new version Go Pyjamas.

Set to the same soundrack, House of Pain's Jump Around, the new spot sees friends and families dancing in another hero Christmas category, pyjamas.

Its #GoJumpers campaign was launched two weeks ago and drew praise for breaking out from the traditional sentimental festive campaigns with a quirky dance-filled celebration of the retailer's most important Christmas fashion category, knitwear. 

The distinctive "shoulder roll" move, featured in the ad, has caught the nation's imagination. It was directed by Jake Nava – who is famous for creating instinctive routines people want to follow such as Beyoncé’s Single Ladies.

From joining in with Flash Mob’s at London Bridge Station, BBC News crew, to creative spoofs on Twitter, people across the nation have been getting involved and doing the “shoulder roll".

M&S says the campaign has been viewed by millions of people, with 40 million impressions and a reach of 10 million on social media alone. The hero £25 blue fairisle jumper was the biggest selling womenswear product at M&S last week, with one sold every minute.

The new version of the ad was not originally planned but was rushed through with creative agency ODD, following positive colleague and customer response to the first ad. The crescendo of the second ad also features the M&S "Jumper Hound" Jinty.

Nathan Ansell, M&S’s Clothing & Home Marketing Director said: “For millions of customers nothing says Christmas like some new pyjamas so we’re really excited for the next part of our campaign which backs another big commercial category for us. It’s all about showing off products which offer great style and great value for the whole family. Our aim is to make sure our customers continue to “go jumpers” for knitwear, “go pyjamas” for sleepwear and most importantly “go shopping” at M&S.”

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