Retailer teams up with Vivendi-owned companies Studiocanal and Copyrights to create festive ad campaign.
Paddington is unveiled as the star of the Marks & Spencer’s Christmas Campaign for 2017, launching with the hashtag #LoveTheBear. The advert, Paddington & the Christmas Visitor, which launched on YouTube Tuesday 7th November, 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.
The advert has also been turned into a storybook, with all profits being donated to the NSPCC to help fund its vital Childline service over the Christmas season. To encourage sales of the book, M&S will also host a series of book readings for children at stores around the UK – starting at its flagship Marble Arch store on Friday 10th November.
M&S will host a dedicated Paddington shop within their kidswear department as part of the Christmas campaign. Bespoke Paddington signage will lead customers to the shops within the top 78 stores – with over 90 themed products being sold across the store, including Paddington’s favourite marmalade which will be available in M&S Foodhalls.
Finally, the retailer will bring Paddington’s iconic character to life for customers in a fully integrated cross channel campaign. The much-loved bear will take part in an interview for M&S’s content hub Style & Living and there will be downloadable festive marmalade recipes suitable for all the family. Underpinning the entire campaign will be social support encouraging customers to #LoveTheBear.