Dawn French and the M&S Fairy return to enliven M&S Food’s Christmas campaign with their magic. In an exciting plot twist and first for M&S, Dawn French will not only lend her voice to the beloved fairy but will also make her on-screen debut, as herself.
And the campaign is a 6-part ad series that captures the true spirit of Christmas, with M&S Food at the heart of the celebration, as the pair sprinkle a little M&S magic across Christmas gatherings, indulgent feasts, and those unforgettable festive moments.
The first instalment features the classic M&S Food Christmas spread. As fairy sprinkles her magic across dawn’s home, Christmas comes alive with M&S treats, twinkling lights and heartwarming Christmas cheer. Even Dawn, weighed down by the bustle of Christmas at the beginning of the film, is transformed by fairy.
The following five episodes build on the excitement and continue to surprise customers by unveiling more of M&S Food’s Christmas offerings. Each advert intends to be a feast for the eyes, highlighting the very best from M&S Food this year. But the surprises don’t stop there. The ad airing on December 17 will feature a festive cameo performance by the world’s most successful classical singer, Katherine Jenkins, accompanied by a joyful choir, and providing a magical and moving addition to this year’s campaign.
Sharry Cramond, M&S Food marketing director, commented, “Last year, our fairy added something truly magical to Christmas, and this year, we’re thrilled to take it to the next level, with Dawn French herself joining the fun alongside her fairy character. We’re always looking to push creative boundaries, and we believe this year’s campaign will leave our customers smiling and feeling super inspired. To top it off, we’re honoured to feature the incredible Katherine Jenkins, adding even more festive magic to our screens.”
Voice of Fairy, Dawn French, added, “i’m absolutely thrilled to be fluttering back as Fairy this Christmas, and oh my wings, do we have a plot twist for you! Let’s just say, fairy meeting dawn herself was quite the moment! Who knew we’d ever share the same screen? Magic really does happen.”
The six part ad series is a key highlight of M&S broader Christmas campaign, that includes competitions, the debut of a behind the scenes social series featuring dawn, in-store giveaways and celebrity surprises. There will also be plenty of chances for customers to engage with the iconic M&S Fairy, bringing extra magic to the festive season.
The campaign creative was led by Rich Robinson, M&S food head of creative, and Robbie Black, M&S head of marketing.
Credits:
Head of Creative: Rich Robinson
M&S Head of Marketing: Robbie Black
Media Agency: Mindshare
Animation & Live Action Directors: MJ Delaney & Merman
Animation & Live Action Executive Producer: Lucy Tate
Food Director: Gus Filgate @ Bite Collective
Executive Food Producers: Alex Katz & Dom Seymour
Edit House (Live Action): Work Editorial
Editor (Live Action): Ed Cheesman
Assistant Editor (Live Action): Ruby Browne|
Edit Producer (Live Action): Nikki Porter
Edit House (Food): Marshall Street
Editor (Food): John Mayes
Audio: Sound Studio: Little Things
Voice Recordings, Sound Design And Mix: James Clark
Audio Producer: Chris Wrigglesworth
Music Company: Wake The Town
Composer: Charlie Smith
Music Supervisor: Dominic Bastyra
Post-Production: The Mill London
Creative Director: Andy Steele
Executive Producer: Mireille Antoine
Senior Producer: Chris Preston-Barnes
Animation Lead: Chris Welsby
Colour: Philip Hambi
VFX Supervisors: Mike Little (CG), Vittorio Barabani (CG), Adrian Monroy (2D), Schalk Van Der Merwe (2D), Vanessa Duquesnay (2D)
