# M&S Christmas ad book tie-in sees profits go to NSPCC - Link: https://fundraising.co.uk/2017/11/15/ms-christmas-ad-book-tie-sees-profits-go-nspcc/ - Published: 2017-11-15T09:15:07+00:00 - Author: Melanie May **Marks & Spencer’s Christmas ad starring Paddington has been turned into a book with all profits going to the NSPCC.**   The ad, ‘Paddington and the Christmas Visitor’, was created by [Grey London](http://grey.com/london), and aired on 7 November. It is a festive, family focused tale that tells the story of how Paddington unknowingly saves Christmas for his friends and neighbours. ## Advertisement   In a first for M&S, the story of the advert has been turned into a children’s Christmas storybook with the same title and available in stores and online for £3. All profits will be donated to the [NSPCC](https://www.nspcc.org.uk/) to help fund its vital Childline service over the Christmas season. To launch the book, M&S is also hosting a series of book readings for children at stores around the UK.   > For the 1st time our Christmas ad, Paddington & The Christmas Visitor, has also > been turned into a storybook with all profits being donated to the [@NSPCC](https://twitter.com/NSPCC?ref_src=twsrc%5Etfw) > [#charitytuesday](https://twitter.com/hashtag/charitytuesday?src=hash&ref_src=twsrc%5Etfw) > [#lovethebear](https://twitter.com/hashtag/lovethebear?src=hash&ref_src=twsrc%5Etfw) > [pic.twitter.com/eT4KrL19dD](https://t.co/eT4KrL19dD) > — M&S News (@MandSnews) [November 7, 2017](https://twitter.com/MandSnews/status/927833292019326976?ref_src=twsrc%5Etfw)   The campaign has been created under the philosophy of M&S’s [Spend it Well](https://fundraising.co.uk/2017/05/16/ms-asks-people-take-decisions-that-count-first-make-matter-day/) brand platform, which launched earlier this year encouraging customers to focus on the people, experiences and things that matter to them most.   Paddington will also take a lead role in helping the retailer create a series of special moments for its customers and the communities it serves through partnership activity.   Patrick Bousquet-Chavanne, Executive Director of Customer, Marketing & M&S.com said:   > “At M&S our customers are at the heart of everything we do and we know they love > the magic of Christmas, most of all spending time with family and friends. Paddington > has enchanted children and families all over the world for nearly 60 years which > is why we couldn’t turn down the chance to bring the wonderfully endearing, much- > loved British character and his world into the heart of our Christmas campaign > this year.”   Dame Esther Rantzen, founder of the NSPCC’s Childline said,   > “Christmas is an exciting time of year, but for some vulnerable children and young > people it can be very difficult which is why Childline is there for them 365 days > a year, 24 hours a day. This, of course, requires a great deal of funding, which > is why we’re delighted to be partnering with M&S and Paddington to support the > Childline service and raise awareness of the work we do. At only £3, with all > profits going to the NSPCC, the book is excellent value for money and the perfect > Christmas gift.” * **[One in five would donate Christmas gift money to charity](https://fundraising.co.uk/2017/11/28/one-five-donate-christmas-gift-money-charity/)**( 28 November 2017) * **[Mary’s Meals asks people to feed a child through its Big Family Christmas dinner](https://fundraising.co.uk/2017/12/05/marys-meals-asks-people-feed-a-child-big-family-christmas-dinner/)**( 5 December 2017) * **[One in four people expect to give less this Christmas, bank research shows](https://fundraising.co.uk/2017/12/20/one-four-people-expect-give-less-christmas-bank-research-shows/)**( 20 December 2017) ![Loading](https://fundraising.co.uk/wp-content/plugins/page-views-count/ajax-loader- 2x.gif)