M&S Christmas TV advert to accompany 15,000 acts of kindness and £5 donations
Howard Lake | 16 November 2016 | News
Marks and Spencer has aired its Christmas 2016 TV Advert campaign, with a focus on “Mrs Claus”. The campaign will include random acts of kindness and charity donations.
The advert was broadcast on 11 November in the first advert break of Gogglebox. It was also published on YouTube, the M&S website and announced via email to the five million members of the retailer’s Sparks loyalty programme.
Janet McTeer as Mrs Claus in M&S 2016 Christmas advert
In the advert Mrs Claus goes to extraordinary lengths – including piloting a helicopter and driving a snow-sled – to deliver a gift from someone who wants to give something special.
The campaign involves Mrs Claus taking over M&S’ social media accounts, and the hashtag #lovemrsclaus, which generates its own emoji.
A different way of delivering Christmas presents
Random acts of kindness
The campaign, like other Christmas TV adverts, includes a charity element, although not a specific charity partnership.
An “army” of Mrs Claus will be giving random acts of kindness (RAKS) to 15,000 customers in the run-up to Christmas. For each act Marks & Spencer will donate £5 to the recipient’s charity of choice. These acts could range from a free coffee from the M&S Café to a free party makeover.
Mrs Claus in her M&S furnished home
Santa and Mrs Claus embrace after their own giving of gifts.
Other 2016 Christmas ads with charity partnerships
- John Lewis and The Wildlife Trusts
- Aldi and Barnardo’s
- Sainsburys’ and Great Ormond Street Children’s Hospital
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.