As the Christmas ads start to come thick and fast, one of the most closely-watched has arrived with M&S launching its seasonal campaign for its Clothing & Home offer.

Seen through a child’s eyes, the Christmas TV ad is said to be “a visual spectacle” showcasing the best of M&S partywear, decorations, gifting and homewares.

It “celebrates the transformative effect that Christmas has over us, set to bring joy, inspiration and style to customers, making the run up to Christmas day feel as magical as the day itself”.

As part of the campaign, the ad features 10-year-old star Skylar Blue (seen on Britain’s Got Talent) and has been directed by Emmy-nominated Elliot Power, with choreography by Corey Baker (of Beetlejuice Beetlejuice fame). 

The ad is set to the song ‘I believe in miracles’ by Jackson Sisters and was produced in collaboration with creative agency Mother.

So, let’s get down to the details. It’s told through the eyes of a “slightly mischievous but charming young girl  with a compelling festive spirit, who, with the help of a magical snow globe, makes her family come together in the most unexpected ways. The young girl at the centre of the story is a catalyst for her family’s festive transformation”.

At the start of the ad, “the inquisitive young protagonist stands out amongst her subdued family as she spots a snow globe across the room. She peers in, tilts the globe and something magical starts to happen — she hears a noise and suddenly hundreds of baubles come cascading down the stairs in the hallway. As she continues to tip the enchanted snow globe, further magical events begin to take place”.

Through her eyes, reality is suspended, as are the laws of physics, and the whole house seems to be in a magical snow globe. 

We’re told that “by the end, everyone embodies the same infectious energy as the young girl, and, with her family they are having the time of their lives. The story ends with the title: ‘Christmas Starts Here’.”

Anna Braithwaite, M&S Clothing & Home Marketing Director, said of this: “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.

“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.”

The campaign debuts on 7 November and runs to 15 December, beginning with the full 90-second ad being aired on ITV.

That long version features “the best of M&S womenswear, menswear, sleepwear, kidswear, home and gifting this festive season, with the 10-15 second breakdowns tapping into the key Christmas mindsets – these bespoke edits focus on partywear, gifting and homeware”.

People will also see cut downs on VOD and SVOD as well as seeing the wider campaign across multiple platforms including cinema, dynamic digital screens on key cities and print cover wraps. The TV ad will also be brought to life across own channels including homepage, social, in store and via store window takeovers.

There are also interactive elements and competitions, and M&S expects the campaign to reach 51 million customers an average of 13 times.