This festive season, M&S has teamed up with a treasured British icon to create a truly special Christmas – as Paddington is unveiled as the star of Marks & Spencer’s Campaign for 2017, which will launch with the hashtag, #LoveTheBear.
The timely tie up follows the star-studded World Premiere of STUDIOCANAL and Heyday Film’s Paddington 2 this past weekend, with the family film going on general release this Friday (10th November). The advert ‘Paddington and the Christmas Visitor’, created by Grey London, is a festive, family focused tale that tells the story of how everyone’s favourite bear, Paddington, unknowingly saves Christmas for his friends and neighbours.
In a first for M&S, the heart-warming story of the advert has been turned into a children’s Christmas storybook available in stores and online for £3. All profits will be donated to the NSPCC to help fund its vital Childline service over the Christmas season. To launch the book, M&S will also host a series of book readings for children at stores around the UK.
The campaign retains the philosophy of M&S’ ‘Spend it Well’ brand platform launched earlier this year – encouraging customers to focus on the people, experiences and things that matter to them most, something that is never more important than at Christmas.
Patrick Bousquet-Chavanne, Executive Director of Customer, Marketing & M&S.com said: “At M&S our customers are at the heart of everything we do and we know they love the magic of Christmas, most of all spending time with family and friends. Paddington has enchanted children and families all over the world for nearly 60 years which is why we couldn’t turn down the chance to bring the wonderfully endearing, much-loved British character and his world into the heart of our Christmas campaign this year. We always want to surprise and delight our customers; the timing is perfect as we’re partnering together just ahead of the release of Paddington 2.”
Vicki Maguire, Chief Creative Officer at Grey London said, “Two British icons coming together in a story of heart-felt redemption, at a magical time of year, is the brief that dreams are made of. Customer expectations for Christmas campaigns are always high, and for M&S this has never been truer than now
following the positive response to ‘Spend it Well’. We cannot wait to see and hear the reaction as we spread the love, goodwill and marmalade this Christmas.”
Advert Creative Team: ‘Paddington and The Christmas Visitor’ was created by Vicki Maguire (Grey London). Creative Directors: Jonathan Marlow, Henrik Ridderheim (Grey London), Art Director: Sam Daly (Grey London), Copywriter: Robert Greaves (Grey London), Writer: Simon Farnaby, Senior Producer: Thea Evely (Grey London), Assistant Producer: Serena Hodgson (Grey London), Assistant Producer: Leah Stolerman (Grey London), Group Business Director: Katie Jackson (Grey London), Business Director: Lucy Kozak (Grey London), Account Director: Sophie Mattacott- Cousins (Grey London), Account Manager: Hannah Austin (Grey London), Account Executive: Alice Lowden (Grey London), Planning Partner: Jonny Ng (Grey London), Senior Planner: Sarah Oberman (Grey London)
Director: Daniel Kleinman (Rattling Stick), Producer: Johnnie Frankel (Rattling Stick), Editor: John Smith @ The Whitehouse, Music: Wake the Town, Composer: Alex Baranowski, Post Production: Framestore, VFX Producer: Chris Gray, VFX Supervisor: Ben Cronin, VFX Supervisor: Jordi Bares Dominguez, Sound: Wave, Sound Engineer: Jack Sedgwick
• Advert Cast: Ben Whishaw (voice of Paddington), Mark Benton (burglar), Olivia Dixon (Alice), Mikey Dixon (Brother), Olivia Lee (Mum), Denver Isaac (Dad), Angela Rippon (Newsreader)
• Book Creative Team: ‘Paddington and The Christmas Visitor’ was written by Timothy Knapman and illustrated by Becky Cameron (original story written by Grey London with Simon Farnaby)