Marks & Spencer’s 2024 Christmas Clothing & Home campaign captures the enchanting power of the holiday season, centering on the idea that Christmas doesn’t just change the world around us—it transforms us, too. Watch the FULL advert below:
The ad introduces an infectious sense of wonder through the eyes of a curious young girl, played by Skylar Blue, as she unleashes a magic that turns her family’s Christmas into an unforgettable celebration.
Directed by Emmy-nominated Elliot Power, with choreography by Corey Baker—who worked on Beetlejuice the Musical—the commercial feels like a dynamic, imaginative re-imagining of a traditional Christmas scene. The story unfolds as Skylar’s character, a playful and spirited 10-year-old, discovers a mysterious snow globe in her home. With a simple tilt of the globe, a cascade of baubles tumbles down the stairs, setting off a chain of magical events that transforms her family’s seemingly ordinary Christmas into a fantastical, gravity-defying experience.
As the ad progresses, viewers are transported into the girl’s world, where the laws of physics bend to her whims, and her family becomes swept up in the contagious joy she radiates. A living room becomes a ballroom in the sky, as family members defy gravity, dancing across walls and ceilings with snowflakes swirling around them. The whole scene feels like a dream—a moment of pure childlike wonder—capturing the magic that comes not just from the trappings of Christmas, but from the shared joy and connection it brings.
Set to the upbeat and timeless track “I Believe in Miracles” by Jackson Sisters, the ad’s lively tone reflects M&S’s broader goal of offering a festive experience that makes the lead-up to Christmas as magical as the day itself. “Christmas Starts Here” becomes more than just a tagline—it’s a call to embrace the magic of the season, both in the small moments of joy and the larger-than-life experiences that make this time of year so special.
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M&S’s 2024 campaign is a celebration of transformation, joy, and the unexpected magic that Christmas has on all of us—whether it’s through the clothes we wear, the homes we fill with festive cheer, or the special memories we create with those we love. The magical snow globe is a symbol of how M&S brings the extraordinary into the ordinary, and the infectious spirit of the young protagonist reminds us all to approach Christmas with a sense of wonder and playfulness.
In the end, M&S invites us all to embrace that festive energy and start the holiday season with joy: Christmas Starts Here, indeed.
Anna Braithwaite, M&S Clothing & Home Marketing Director, said: “For many of our customers, Christmas is one of the biggest events in the calendar, a moment for the whole family to look forward to, to come together and create lasting memories.
“The festive season instils a sense of hope, wonder and joy and this year, we’re taking a playful approach by adding a little fantasy to our Christmas campaign. We have long been known to deliver the magic and sparkle of Christmas for our customers and this season, through our campaign, we’re showcasing the very best of M&S, with exceptional quality, stylish clothing and innovative, thoughtful and playful gifts – all at a great value.”
Director Elliott Power said: “The excitement of kids at Christmas is infectious, it reminds us what it felt like and it takes us back – this is not just a fashion film but a festive flight of fancy through a child’s eyes, a visual spectacle with a playful tone, with beautiful elevated festive fashion integrated throughout.”
Choreographer Corey Baker said: “The choreography and movement leans into physical theatre – think unconventional positions in conventional spaces. We wanted to create something that feels familiar but dreamy and playful – a fantastical spectacle, that gives you that heart-warming Christmas Cheer feeling.”
Marks and Spencer have also released this year’s M&S Christmas Food advert and everyone’s favourite fairy returning with Dawn French reprising the role!
