Grey London and Marks & Spencer are counting on the appeal of Paddington Bear to woo UK shoppers this Christmas.

In the 90 second Christmas ad, Paddington mistakes a burglar for Santa Claus and “helps” him to “deliver” all the presents he has stolen.

The campaign, that launched on TV on Tuesday November 7, will also run before cinema screenings of Paddington 2, which launches on Friday, November 10.

Like Aldi’s Kevin the Carrot campaign, the core ad, Paddington and the Christmas Visitor, is supported by merchandise and a charity tie-in.

The campaign will be linked to 90 products including a £12 soft toy version of Paddington and a £42 “Paddington” duffel coat. Marks & Spencer will be launching a £3 storybook to accompany the advert and profits will go to the UK children’s charity, NSPCC to help fund its Childline service.

M&S will also host children’s book readings in store and encourage staff to carry out “random acts of kindness” such as free marmalade sandwiches in the café.

Patrick Bousquet-Chavanne, M&S executive director of marketing, stated, “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.

“We always want to surprise and delight our customers; the timing is perfect as we’re partnering together just ahead of the release of Paddington 2.”

This year’s ad is more conventional than its predecessor, which championed women.

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