Marks & Spencer is under pressure to deliver a successful Christmas campaign this year after facing significant backlash over its 2025 festive advert, which featured comedian Dawn French. The department store has yet to launch its new advert, but it has already taken one step in a new direction by confirming that French will not return as the voice of the festive fairy.
Backlash over Dawn French's return
The 2025 Christmas advert featured French dressed as a fairy while showcasing the store's seasonal treats. However, months before the advert aired, the Vicar of Dibley star sparked controversy when she took to Instagram to discuss the Israel-Gaza conflict following the October 7 Hamas attacks in 2023.
In the clip, she appeared to be sneering and disparaging at the suffering of those involved, speaking in a high-pitched voice and appearing to mock the Jewish community. Although French later deleted the video and issued an apology online, her return to the festive role for the fifth year in a row proved controversial, leading M&S fans to begin 'boycotting' the store.
Previous controversies
This was not the first time M&S faced backlash related to the Israel-Gaza conflict. In the lead-up to Christmas 2023, the company posted an Instagram outtake featuring red, green and silver paper party hats burning in a fireplace. Fans criticised the post, claiming the colours resembled a burning Palestinian flag amid the escalating conflict.
The company swiftly deleted the image and issued an apology, stating that the scene was filmed in August, prior to the conflict, and that the image was meant to playfully show people rejecting traditional paper hats. They clarified there was no political intention. The Advertising Standards Authority received 40 complaints from the post but ultimately decided not to launch a formal investigation.
New direction for 2025
For the first time, M&S is combining its Food and Clothing & Home divisions into a single festive ad campaign. It is rumoured to feature actress Lucy Punch, known for BBC's Motherland and Amandaland, and James Norton from Happy Valley as the main faces of the campaign.
The advert was set to make its social media debut on November 4, with the full launch hitting the airwaves on Friday, November 6. After years of backlash, the company has a lot to prove with this year's offering, and only time will tell whether they have learnt from their previous mistakes.
