M&S is bringing back Dawn French as its Christmas fairy for a six-part ad series launching today (4 November).
This time French appears on the screen alongside the CGI fairy she voices.
The advert depicts a grumpy French already tired of the Christmas festivities, but able to get the house decorated, a table full of Christmas party food and an “M&S makeover” ready to host her neighbours with help from her fairy friend..
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“I’m absolutely thrilled to be fluttering back as fairy this Christmas, and oh my wings, do we have a plot twist for you,” said French. “Let’s just say, fairy meeting Dawn herself was quite the moment.”
Each ad instalment highlights M&S’s “best ever” Christmas foods, with upcoming adverts covering everything from party food to dessert and even New Year’s Eve treats. The ads are set to air weekly, each one revealing more of M&S’s Christmas range, including festive novelties like the Santa’s Workshop Light-Up Tin filled with all-butter cookie stars.
“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,” said M&S Food marketing director Sharry Cramond.
“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.”
The ad series is part of a broader holiday push from M&S, including behind-the-scenes social content, in-store competitions, and surprise giveaways.
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