M&S has launched two very different Christmas ads. The first to appear was M&S Food’s This is Not Just Food, a blend of celebrity – with television presenters, Paddy McGuinness and Emma Willis, Christmas-y – with a Welsh Primary School choir singing a special arrangement of Fleetwood Mac’s Albatross, and M&S’ trademark food porn. It was created by Grey London.

The second spot is Go Jumpers for Christmas, a hip-hop dance video set to House of Pain’s 1992 hit, Jump Around and reminiscent of Apple’s 2018 HomePod commercial in style. It was directed by British director, Jake Nava, who is best known for Beyoncé’s Single Ladies music video.

M&S is hoping that the ad’s signature shoulder roll will become a hit both across social media and on dancefloors. To that end, M&S is offering instructions on how to master it – adopt a power stance, roll your shoulder forward and back, and repeat. The chain is hoping shoulder-rollers will then film their efforts and share their videos on social media using the hashtag #gojumpers.

It is also hoping to sell 5 million of its range of 50 festive jumpers.

This commercial was created by M&S’ new creative agency, ODD, supported by digital activity, OOH, press, magazine advertising and direct marketing by email. Around a third of M&S’s spend will go on video-on-demand and garnering 150 million impressions on social media. Its revenue from social media has grown 200% this year.