Marks and Spencer's Christmas 2022 ad campaign brings-to-life how a gift given from M&S this Christmas will keep on giving, with the retailer donating £1million to 1,000 community groups and good causes through Neighbourly – a unique giving platform M&S has worked with since 2015.
Directed by the filmmaker Michael Gracey, best known for directing The Greatest Showman, the advert is set on Christmas Day on a quiet cul-de-sac and features a series of gifting moments. Inside each home something unusual is happening … every time an M&S gift is opened, there is an unexpected occurrence that disrupts family Christmases and draws them to the street outside to find it taken over by aneclectic range of real-life community groups who will benefit from M&S donations – from bikers with hearts of gold to brass bands.
Neighbourly and M&S worked together to identify the 1000 community groups who will receive funding – as well as shortlisting nine to feature in the TV campaign.
Set against the vocals of Harry Styles’ ‘Treat People with Kindness’, the soundtrack captures the spirit of the campaign which celebrates the simple but significant differences that can be made to the lives of others.
Anna Braithwaite, M&S Clothing & Home Marketing Director, said: “Christmas is a time that brings families and communities together and we know customers are determined to protect those celebrations. Through our campaign and product ranges we want to help make that possible; providing much needed funds to the incredible groups that light up our local communities and by doubling down to deliver the exceptional trusted value our customers want – as they seek out more considered, stylish and thoughtful gifts. There’ really is no better feeling than giving – and we hope this, feel-good campaign puts a smile on our customers’ faces this festive season!”
Steve Butterworth, Neighbourly CEO, said: “M&S's Christmas campaign is a brilliant celebration of kindness and a timely reminder of the importance of community at a time when support at a local level is needed more than ever.
“Findings from our recent community survey found that 83% of local groups are already experiencing a rise in demand on their services yet 69% reported they’ve found it harder to find funds in the last three months. We’re delighted to have partnered with M&S on the distribution of this £1million fund which will make a huge difference to groups in our network over the winter period. This campaign builds on a long-standing community strategy that has seen M&S support over 6,000 good causes in the Neighbourly network and donate nearly 50 million meals worth of surplus food."
This year’s campaign reflects findings from Marks & Spencer’s latest Family Matters Index which revealed that two-thirds of families are determined to protect Christmas despite rising cost-of-living concerns.
