Marks & Spencer has topped the Christmas advert battle with a three-minute campaign starring a shirtless James Norton as an undercover Santa Claus. The British retailer released its festive ad last among major brands but is drawing praise for its star-studded production.
The advert features the 41-year-old Happy Valley actor as Santa, alongside Lucy Punch, 48, as Mrs Claus. Welsh singer Katherine Jenkins also makes a special appearance, performing a reimagined version of Belinda Carlisle's Heaven Is a Place on Earth as the exclusive soundtrack.
Santa goes incognito
The storyline takes Christmas beyond the North Pole and into the home, with a playful twist on the familiar character. After encouragement from Mrs Claus, Santa shaves off his beard while wearing a skimpy towel and goes incognito to experience Christmas without being recognised.
In the ad, Mrs Claus asks: 'I wonder, my love, have you ever thought about losing the beard? They say it takes years off?' Santa protests, 'No! It's my thing!', before transforming into a clean-shaven hunk and heading out into the world.
Finding magic at home
Santa's adventure takes him through the season's special moments: getting dressed up, gathering around a table of M&S picky bits, choosing gifts and transforming the home. Along the way, he discovers that Christmas magic is created in homes, not just at the North Pole.
Norton said of the role: 'It's not every day you get asked to play Santa, let alone a Santa who immediately shaves off his beard!' He added: 'M&S has been such a familiar part of Christmas for as long as I can remember, so getting to be part of its Christmas campaign feels really special.'
This year's campaign brings together Food, Fashion, Home and Beauty under one banner for the first time since 2017. The ad follows a successful year for the retailer, boosted by viral products like Big Daddy Pistachio chocolate bars and strawberry sandwiches, credited to Product Development boss and TikTok figure Kathryn Turner.
