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Multichannel 'must-haves' make an M&S Christmas

Marks & Spencer has launched a dedicated clothing and home Christmas campaign this year, separate from food, marketed around its Christmas “must-haves”.

The campaign, starring brand ambassadors Holly Willoughby and David Gandy, revolves around the “must-have” aspects of Christmas – from festive party outfits and perfect gifts, to pyjamas for the big day.

Set to Give a Little Love performed by Tom Jones, the 60-second ad will debut on 13 November, the same date the Christmas collections will be launched in store.

This year, M&S has focused on multi-channel advert engagement. It has designed its campaign to be mobile first and will launch it across Instagram Shopping, Google Shopping, among other platforms.

M&S “must-haves” will be shared across all channels, and customers are encouraged to share their own via the hashtags #ChristmasMustHaves.

With new content released over the Christmas period, and alternative endings to air for the TV ads, M&S hopes the new approach will keep customers engaged in the run up to the big day.

Nathan Ansell, director of marketing for clothing and home, said: “For the busy modern family, Christmas is all about quality time together and having some fun. This year we’ve worked incredibly hard to tap into the key moments of the season that matter most to busy mums and dads – from the office party to the evening where you watch the classic Christmas films all together.”

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