Marks and Spencer Partnering together with Paddington for a family-focused campaign ahead of the release of Paddington 2
This festive season, Marks and Spencer has teamed up with a treasured British icon to create a truly special Christmas – as Paddington is unveiled as the star of the brand’s Campaign for 2017, launched with the hashtag, #LoveTheBear.
The advert ‘Paddington and the Christmas Visitor’, created by Grey London, which aired recently is a festive, family focused tale that tells the story of how everyone’s favourite bear, Paddington, unknowingly saves Christmas for his friends and neighbours.
It’s Christmas Eve at Windsor Gardens and Paddington is fast asleep. However, his dreams of marmalade are interrupted by a loud thud on the roof. Upon investigation, he stumbles upon a burglar and despite the burglar’s protests that he is “not Santa” the determined and good-natured bear begins to ‘help’ him deliver the presents back to where they belong. Seeing the good in everyone, Paddington innocently helps the burglar see the error of his ways and as they place presents into personalised stockings and pause for mince pies, he unknowingly averts a crisis and ensures a truly special moment for neighbour Alice, and a happy Christmas for all.
In a first for M&S, the heart-warming story of the advert has been turned into a children’s Christmas storybook available in stores and online for £3. All profits will be donated to the NSPCC. To launch the book, M&S also hosted a series of book readings for children at stores around the UK – starting at its flagship Marble Arch store on 10 November.
The campaign retains the philosophy of M&S’ ‘Spend it Well’ brand platform launched earlier this year – encouraging customers to focus on the people, experiences and things that matter to them most, something that is never more important than at Christmas.
Paddington, who is named after the famous area of London where M&S is also based, will 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.