The store ran a pre-campaign, #whoispercypig, to tease the new voice of Percy, which has been revealed to be Spider Man actor Tom Holland. Meanwhile Dawn French – a fairy on top of the Christmas tree – takes on the role of Percy’s companion as the two scamper around the M&S store after hours. The two characters conveniently stumble across the Christmas food range in a clandestine escapade in the style of Night at the Museum.
Agency: Grey London
Creatives: Sam Haynes, John Gibson
Directors: Dom & Nic
M&S has simultaneously launched a Christmas spot for clothing and home created by Odd, which builds on the brand’s Anything But Ordinary strategy. Directed by Autumn de Wilde, the ad is a far glitzier and more choreographed offering inspired by musicals.
ECD: Nick Stickland
Creatives: Turhan Osman, Emma Jordan
Director: Autumn De Wilde
Production Company: Anonymous Content