The short version
- Marks & Spencer has launched a festive campaign starring James Norton and Lucy Punch that emphasizes humor and connection over traditional sentimentality.
- The move challenges John Lewis, whose recent advertisement faced criticism for depicting an affluent lifestyle perceived as out of touch with current economic realities.
- Both retailers are leveraging their holiday marketing to address distinct consumer segments while navigating broader challenges including cyber security costs and declining confidence.
The annual contest for cultural relevance during the holiday season has intensified, with Marks & Spencer deploying a high-profile campaign designed to disrupt the long-standing dominance of John Lewis. For years, the department store sector has relied on emotional storytelling to drive festive sales, but this year’s efforts highlight a sharp divergence in strategy and tone between two major competitors.
Marks & Spencer’s new advertisement features actors James Norton and Lucy Punch portraying a youthful version of Santa Claus and his partner. The campaign is characterized by its lighthearted approach, moving away from the sentimental piano ballads that have defined previous holiday marketing efforts. Instead, the narrative focuses on shared experiences and the joy of connection, presenting Christmas as a time for fun rather than solemn reflection.
A significant element of the Marks & Spencer campaign is its visual boldness, particularly a scene featuring Norton without a shirt. This imagery has generated substantial online attention, with media outlets describing the actor’s physique as a departure from traditional depictions of the holiday figure. The viral nature of this content suggests the retailer is aiming to capture digital engagement through humor and modern aesthetics.
In contrast, John Lewis released an advertisement featuring Kristin Scott Thomas as a grandmother renovating a room in her large townhouse. This campaign has drawn criticism for its portrayal of wealth, with observers noting that the setting and narrative feel disconnected from the current economic mood. Critics argue that the depiction of affluence may alienate consumers who are struggling with higher costs and reduced disposable income.
The strategic differences between the two retailers reflect their respective market positions and challenges. Marks & Spencer is attempting to consolidate its various product lines, including fashion, food, beauty, and homeware, into a single cohesive campaign. This unified approach marks a return to a strategy last used in 2017, aiming to align the brand’s diverse offerings under one narrative umbrella.
John Lewis, meanwhile, is targeting a specific demographic of affluent customers who have paid off their mortgages and possess significant disposable income. Industry analysts suggest this focus on wealthier consumers is a calculated move to maintain profitability despite broader declines in consumer confidence. However, this strategy risks appearing out of touch with younger generations or those facing financial pressure.
Both companies are operating under considerable economic strain. Marks & Spencer is still recovering from a significant cyber attack in 2025 that forced its website offline for over six weeks and resulted in substantial financial losses. The retailer is using this campaign to signal resilience and a successful turnaround, appealing to a younger consumer base with a more playful and contemporary tone.
John Lewis faces its own set of difficulties, including rising operational costs and a general decline in shopper confidence. The retailer’s decision to emphasize physical gifts over cash presents may be an attempt to reinforce the emotional value of shopping during the holidays. However, the effectiveness of this approach remains uncertain given the broader economic headwinds.
The success of these campaigns will likely hinge on their ability to resonate with consumers amidst a tough market environment. Marks & Spencer’s emphasis on humor and shared moments offers a refreshing alternative to traditional holiday advertising, potentially attracting those fatigued by overly sentimental narratives. John Lewis’s focus on affluence may secure loyalty among its core demographic but could limit broader appeal.
As the holiday season progresses, the impact of these advertisements will be measured not only in sales figures but also in cultural engagement. The shift toward more diverse and sometimes controversial themes in holiday marketing reflects a broader trend in retail strategy, where brands must balance commercial objectives with social relevance. The coming weeks will reveal whether these distinct approaches can effectively drive consumer interest.
Sources behind this briefing
Go to the original reporting
- The Guardian World↗M&S takes on John Lewis in Christmas ad battle with topless ‘shredded Santa’
