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First Look: M&S and Paddington Bear team up for Christmas

M&S has unveiled its Christmas ad, with a little help from a bear from deepest, darkest Peru.

The ad, entitled Paddington and the Christmas visitor, follows Michael Bond’s classic children’s book character, Paddington Bear on a Christmas Eve adventure, after his dreams of marmalade are interrupted by an unexpected visitor. The ad acts as a tie-in to the new film, Paddington 2, which is also released this week.

As well as the ad, M&S is also creating a limited edition children’s book of the story, with all profits donated to the NSPCC. This marks the first time M&S has teamed up with an established character, and follows the success of last Christmas’s Mrs Claus ad, which was in part credited for a rise in clothing sales over last year’s Christmas period.

The campaign, which M&S brand and marketing director Rob Weston described as the retailer’s “most digital ad ever”, will debut on TV tonight (7 November), with several specially made versions appearing on social channels, as well as the campaign slogan #lovethebear. The ad will also be shown in cinemas, ahead of the Paddington 2 film.

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