2023-11-06 15:00:00
Dawn French returns as a fairy in a campaign by outsider directing duo Dom&Nic
[ 매드타임스 한수경 기자] Named by Kantar as one of the most powerful and distinctive Christmas adverts, M&S Food continues from last year with an elf voiced by British icon Dawn French, joined by two new sidekicks.
Ryan Reynolds and Rob McElhenry, co-presidents of Welsh football team Wrexham AFC, join Dawn French in the Christmas spirit in the UK by voicing ‘Mitten’ in a six-part blockbuster ad series. This is the first time McElhenry has been associated with the M&S brand, and Reynolds has appeared in M&S brand advertisements for over 10 years.
The ad features a variety of M&S food products along with the narrative element that the mittens are returned to their owner, a young girl named Lily. In the ad, a fairy who decides to comfort her mittens after losing Lily in the snow introduces her mittens to the magic of M&S Christmas. She dances her way through the living room, dining room and kitchen, discovering delicious M&S Food this Christmas season, and ending with an M&S Christmas dinner.
Dawn French, voice of the elf, said: “I’m so excited to be back in the role of elf this Christmas and to meet my new friends, the lovely Lost Gloves ‘Left’ and ‘Right’! We’re giving them all the joy of a British Christmas! “I was happy to be able to introduce the traditional festival feast,” he said.
Sharry Cramond, marketing director at M&S Food, said: “This year, a series of six adverts showcasing a range of M&S Food products will be released at different times between now and the new year, which will see Gloves reunite with Lily. “It reaches its climax in the scene where it happens,” he explained.
He said the success of previous Christmas adverts had led the M&S Food team to consider continuity of rather than developing something completely new. “Last Christmas we won many awards, including one from Kantar for the most powerful and differentiated Christmas TV ad campaign. So have we changed our formula for success this year? The answer is: let’s not change our formula for success this year. “He added.
The ad was produced by The Mill and directed by Dom & Nic.
Meanwhile, alongside the new spot, M&S Food has also announced a new partnership with Wrexham AFC, which includes national and community-led activities supporting children and families in the region. M&S will also open a new food store in Wrexham on December 1, hiring more than 120 staff in the area. M&S has signed deals with the national teams of England, Wales, Scotland and Northern Ireland, but this is its first club football partnership.
“Rob and I take our partnership with M&S Food very seriously due to our long history with Wrexham and our commitment to supporting the local community,” Reynolds said. “Our relationship with our clubs and supporters is something we are very proud of. It is essential that we partner with brands that understand the wider goals of the community as a whole and are committed to creating positive change.”
Sherry said: “This year’s Christmas campaign is probably my favorite campaign to date. Building on last year’s unrivaled success, the addition of Rob and Ryan adds a touch of Hollywood glamor.” He added, “The heartwarming story will touch the hearts of the nation while also putting M&S Food at the heart of it. This is what customers like. “Who doesn’t get in the Christmas spirit when they see M&S Food?”
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