{"id":162583,"date":"2019-11-22T14:29:28","date_gmt":"2019-11-22T14:29:28","guid":{"rendered":"https:\/\/www.theindustry.fashion\/marks-spencer-follows-up-gojumpers-with-go-pyjamas\/"},"modified":"2021-08-12T14:05:32","modified_gmt":"2021-08-12T14:05:32","slug":"marks-spencer-follows-up-gojumpers-with-go-pyjamas","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/marks-spencer-follows-up-gojumpers-with-go-pyjamas\/","title":{"rendered":"Marks &#038; Spencer follows up #GoJumpers with Go Pyjamas"},"content":{"rendered":"<p>Marks &amp; Spencer has followed up on the positive buzz around its #GoJumpers Christmas ad campaign with a new version Go Pyjamas.<\/p>\n<p><!--more--><\/p>\n<p>Set to the same soundrack, House of Pain's<em> Jump Around<\/em>, the new spot sees friends and families <strong>dancing in another hero Christmas category, pyjamas.<\/strong><\/p>\n<p>Its #GoJumpers campaign was launched two weeks ago and drew praise for breaking out from the traditional sentimental festive campaigns with <strong>a quirky dance-filled celebration of the retailer's most important Christmas fashion category, knitwear.\u00a0<\/strong><\/p>\n<p>The distinctive \"shoulder roll\" move, featured in the ad, has caught the nation's imagination. It\u00a0was <strong>directed by Jake Nava<\/strong> \u2013 who is famous for creating instinctive routines people want to follow such as <strong>Beyonc\u00e9\u2019s <em>Single Ladies.<\/em> <\/strong><\/p>\n<p><iframe loading=\"lazy\" title=\"M&amp;S | Go Pyjamas for Christmas!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Bh2GzDJpobs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>From joining in with Flash Mob\u2019s at London Bridge Station, BBC News crew, to creative spoofs on Twitter, <strong>people across the nation have been getting involved and doing the \u201cshoulder roll\".<\/strong><\/p>\n<p>M&amp;S says the campaign has been viewed by millions of people, with<strong> 40 million impressions and a reach of 10 million on social media alone<\/strong>. The hero \u00a325 blue <a href=\"https:\/\/www.marksandspencer.com\/fair-isle-print-roll-neck-relaxed-fit-jumper\/p\/clp60281104?image=SD_01_T38_7982A_BB_X_EC_90&amp;color=MEDIUMBLUEMIX&amp;prevPage=srp\">fairisle jumper<\/a> was the biggest selling womenswear product at M&amp;S last week, with one sold every minute.<\/p>\n<p>The <strong>new version of the ad was not originally planned<\/strong> 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&amp;S \"Jumper Hound\" Jinty.<\/p>\n<p>Nathan Ansell, M&amp;S\u2019s Clothing &amp; Home Marketing Director said: \u201cFor millions of customers nothing says Christmas like some new pyjamas so we\u2019re really excited for the next part of our campaign which backs another big commercial category for us. <strong>It\u2019s all about showing off products which offer great style and great value<\/strong> for the whole family. Our aim is to make sure our customers continue to \u201cgo jumpers\u201d for knitwear, \u201cgo pyjamas\u201d for sleepwear and most importantly \u201cgo shopping\u201d at M&amp;S.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":151823,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[6],"tags":[15352,3211],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marks &amp; Spencer follows up #GoJumpers with Go Pyjamas - TheIndustry.fashion<\/title>\n<meta name=\"description\" content=\"Marks &amp; Spencer has followed up on the positive buzz around its #GoJumpers Christmas ad campaign with a new version Go Pyjamas. 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Set to the same\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.theindustry.fashion\/marks-spencer-follows-up-gojumpers-with-go-pyjamas\/\" \/>\n<meta property=\"og:site_name\" content=\"TheIndustry.fashion\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/theindustryfashion\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-22T14:29:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-12T14:05:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/2021\/07\/Download.ashx-3-1.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lauretta Roberts\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@theindustryfash\" \/>\n<meta name=\"twitter:site\" content=\"@theindustryfash\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lauretta Roberts\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.theindustry.fashion\/marks-spencer-follows-up-gojumpers-with-go-pyjamas\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.theindustry.fashion\/marks-spencer-follows-up-gojumpers-with-go-pyjamas\/\"},\"author\":{\"name\":\"Lauretta Roberts\",\"@id\":\"https:\/\/www.theindustry.fashion\/#\/schema\/person\/85b04a16eba8c6cd7a9534c5a4262b89\"},\"headline\":\"Marks &#038; Spencer follows up #GoJumpers with Go Pyjamas\",\"datePublished\":\"2019-11-22T14:29:28+00:00\",\"dateModified\":\"2021-08-12T14:05:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.theindustry.fashion\/marks-spencer-follows-up-gojumpers-with-go-pyjamas\/\"},\"wordCount\":343,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.theindustry.fashion\/#organization\"},\"keywords\":[\"Christmas 2019\",\"Marks &amp; Spencer\"],\"articleSection\":[\"News &amp; Insight\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.theindustry.fashion\/marks-spencer-follows-up-gojumpers-with-go-pyjamas\/#respond\"]}],\"copyrightYear\":\"2019\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.theindustry.fashion\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.theindustry.fashion\/marks-spencer-follows-up-gojumpers-with-go-pyjamas\/\",\"url\":\"https:\/\/www.theindustry.fashion\/marks-spencer-follows-up-gojumpers-with-go-pyjamas\/\",\"name\":\"Marks & Spencer follows up #GoJumpers with Go Pyjamas - TheIndustry.fashion\",\"isPartOf\":{\"@id\":\"https:\/\/www.theindustry.fashion\/#website\"},\"datePublished\":\"2019-11-22T14:29:28+00:00\",\"dateModified\":\"2021-08-12T14:05:32+00:00\",\"description\":\"Marks &amp; Spencer has followed up on the positive buzz around its #GoJumpers Christmas ad campaign with a new version Go Pyjamas. 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