The UK’s M&S has revealed its Christmas clothing and home campaign, Love Thismas (Not Thatmas), by creative agency MOTHER and director Ally Pankiw, best known for Feel Good and Black Mirror.
The tongue-in-cheek campaign takes the truth that Christmas can be a challenge striking the balance between celebrating the things we love about the holidays, and taking on some things we might not enjoy as much but feel obliged to do anyway.
The playful message: Embrace what you love about Christmas and skip those you don’t.
The commercial features actors Hannah Waddingham and Zawe Ashton, and singer Sophie Ellis-Bextor and is set to a cover of Meatloaf’s I Would Do Anything for Love (But I Won’t Do That) by singer-songwriter Ray BLK.
“I’m sure everyone watching our ad will be able to relate to our fabulous cast of talent who so hilariously bring-to-life those little moments and dilemmas we all have at Christmas time,” says Anna Braithwaite, M&S Clothing & Home marketing director.
“Before we created Love Thismas (Not Thatmas), we spoke to hundreds of our customers and they all told us that, at Christmas, they feel this pressure of having to worry about and plan so many things. We know it can often feel like the list is never-ending so this year we decided to celebrate and empower our customers to just do the things they love.”
“The soundtrack perfectly captures the tongue-in-cheek spirit of the campaign, empowering viewers to acknowledge the things we all do – some that we love, and some that we may like doing a little less - that makes the festive season a truly magical time with loved ones.”
Credits:
Brand: M&S
Client: Anna Braithwaite, M&S Clothing & Home Marketing Director
Campaign: Love Thismas (Not Thatmas)
Agency: Mother
Strategy: Mother
Creative: Mother
Production Company: Partizan London
Director: Ally Pankiw
Producer EP: Ella More O’Ferrall
Producer: Annabel Ridley
Production Designer: Kem White
DOP: Will Hanke
Campaign Stylist: Sam Ranger
Photographer: Hollie Fernando @ TwentyTwenty
Still Production: The Production Factory
Edit House: TenThree
Editor: Elena De Palma
2nd Editor: Dave Robinson
Sound House: 750mph
Sound Engineer: Sam Ashwell
Post House: Black Kite
Colourist: George Kyriacou
VFX Supervisor: Jonny Freeman
Music Supervisor: The Hogan
Music Track: I would do anything for love (but I won’t do that)
Music Artist: Ray BlK
Casting and Talent: R&C PMK
Managing Director: Jan Taubert
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