The media agency is Mindshare.
UK's Marks and Spencer has released its 2021 Christmas commercial, featuring Percy Pig, a character created in 1992 by the retailer.
In the food campaign, Spider-Man star Tom Holland is the voice of the pig and Dawn French a fairy.
M&S : "Percy Pig comes to life for the first time EVER, and along with his fairy friend ... they discover the delicious delights of the M&S festive Foodhall, from triple chocolate panettone to Collection smoked salmon."
The campaign launched with a 60 second ad following a social campaign to tease the voice of Percy #whoispercypig
Another seven ads showing Percy exploring different food products will be released.
The campaign will also be executed across the full range of marketing formats including all social channels with bespoke content and, for the first time, a TikTok takeover.
Copywriter Sam Haynes and art director John Gibson at Grey London: “It’s been a lot of fun, working with an incredible team and bringing the iconic Percy Pig to life. We hope we’ve done him justice for his first outing, bringing some much needed Christmas magic.”
In the Christmas clothing campaign, shot by Autumn de Wilde and starring Madisyn Ritland, brings to life a whimsical musical world with the star of the ad dancing through the iconic moments of Christmas.
Executive creative director Nick Stickland at ODD: “A classic spot that personifies Christmas with a healthy dose of visual and audio festivity. A season of style, brought to you by M&S.”
Both campaigns are part of wider efforts to change perceptions of M&S as part of the retailer’s reshape.
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