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Marks & Spencer unveils 2022 Christmas campaign

Sophie Smith
04 November 2022

Marks & Spencer has unveiled its 2022 Christmas Clothing & Home campaign, working with giving platform Neighbourly to support community groups and good causes this festive season. 

Directed by filmmaker Michael Gracey, best known for directing The Greatest Showman, the advert is set on Christmas Day on a quiet cul-de-sac and features a series of thoughtful gifting moments.

Set against the vocals of Harry Styles’ ‘Treat People with Kindness’, the soundtrack hopes to capture the community spirit of the campaign, which celebrates the "simple but significant differences that can be made to the lives of others".

As part of the campaign, M&S is donating £1 million to 1,000 community groups and good causes through Neighbourly. Nine of these community groups feature in the TV advert, including Paddington Arts in London, Bengali Sanskriti Club in Peterborough and Kearsley Youth Brass Band in Bolton.

Everyday and seasonal style also remains at the forefront of the campaign, with hero pieces from the M&S Winter collection such a Cable Knit Roll Neck Longline Jumper, Sequin Blazer and Family Christmas Pyjamas.

The campaign will be executed across a 360 channel-mix, including LED light-up bus wraps, digital billboards, print cover wraps and, for the first time ever, the advert will premiere with a simultaneous ident launching across live and on-demand at 9pm on Channel 4 this evening.

Anna Braithwaite, M&S Clothing & Home Marketing Director, said: “Christmas is a time that brings families and communities together and we know customers are determined to protect those celebrations.

"Through our campaign and product ranges we want to help make that possible; providing much needed funds to the incredible groups that light up our local communities and by doubling down to deliver the exceptional trusted value our customers want – as they seek out more considered, stylish and thoughtful gifts. There’a really is no better feeling than giving – and we hope this feel-good campaign puts a smile on our customers’ faces this festive season."

Steve Butterworth, Neighbourly CEO, said: “M&S's Christmas campaign is a brilliant celebration of kindness and a timely reminder of the importance of community at a time when support at a local level is needed more than ever.

“We’re delighted to have partnered with M&S on the distribution of this £1 million fund, which will make a huge difference to groups in our network over the winter period. This campaign builds on a long-standing community strategy that has seen M&S support over 5,500 good causes in the Neighbourly network and donate nearly 50 million meals worth of surplus food."

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