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Video: M&S unveils ‘Art of Christmas’ campaign

The Marks & Spencer Christmas 2015 video

Marks & Spencer has today unveiled its Christmas 2015 campaign, which will break away from the festive ”ad epic” mould and tap into the “box set trend” by showing seven shorter adverts at different points in the run-up to December 25.

Marks and Spencer Christmas campaign 2015

M&S ’The Art of Christmas’

Marks & Spencer Christmas campaign 2015

Marks and Spencer Christmas campaign 2015

M&S ’The Art of Christmas’

Marks & Spencer Christmas campaign 2015

Described by executive director of marketing and international Patrick Bousquet-Chavanne as M&S’s ”most digitally focused Christmas to date”, the high street retailer chose to unveil its “Art of Christmas” video campaign to its 2 million Sparks club loyalty scheme members first via email, followed by a wider rollout to its 4.5 million social media followers at 5pm today. The television adverts will air first on ITV on Sunday November 8 during Downton Abbey.

Produced by Joseph Bennett, who designed the Alexander McQueen retrospective at the Victoria and Albert Museum, the video campaign kicks off with a compilation film taking the audience through a series of Christmas moments from choreographed routines on giant four-poster beds to models strutting down a glittering catwalk, against the soundtrack of Bruno Mars’ Uptown Funk. To add a nostalgic twist, the film ends with an image of vintage comedy duo Morecombe and Wise dancing on the screen as the family settle in for the night.

M&S plans to air 20-second excerpts of the larger compilation video during the festive period: “The Art of Making an Entrance (showing models prancing in partywear); “The Art of Noise” (children waking up on Christmas morning) and “The Art of Surprise” (three giant presents spill open to reveal people opening gifts inside).”

Describing the tone of voice of the campaign as “energetic, sophisticated and modern”, Bousquet-Chavanne confirmed total investment in the campaign was up slightly on last year, although he was unwilling to reveal the exact figures.

He also emphasised the importance of online for Christmas 2015: “It’s not about overloading the consumer with content, but the need to personalise communications. We invested 25% of our ad spend on digital, compared with 20% last year. This is an all-time high in digital spend, as we believe mobile will be the primary driver. We have seen amazing consumer engagement on mobile.”

Celebrities working with the various M&S brands, such as Rosie Huntington-Whiteley and David Gandy, are noticeably absent from the campaign, although Bousquet-Chavanne confirmed that, although they are ”not necessary to the script”, they will still be involved in some form of bitesize advertising.

Watch the video here:

The Marks & Spencer Christmas 2015 video

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