By Islam El-Sakka
Marks & Spencer has launched its 2026 Christmas advertising campaign featuring actors James Norton and Lucy Punch as a youthful Mr and Mrs Claus, directly challenging John Lewis’s long-standing dominance in the festive ad race.
M&S ad goes viral with topless Santa
The M&S commercial shows Norton shaving off his beard to experience the Christmas buildup incognito, including a lingering shot of him wearing only a white M&S cotton towel. The scene has gone viral, with Men’s Health magazine dubbing him a “shredded Santa” and praising his physique as a departure from the traditional mince-pie belly.
John Lewis targets affluent older shoppers
John Lewis’s rival advert stars Kristin Scott Thomas as a glamorous grandmother converting a room in her sprawling townhouse into a “gran cave.” The portrayal of wealth drew criticism for being out of touch with the national mood, though retail consultant Jonathan De Mello said the casting reflects a strategy to target affluent, mortgage-free customers.
Focus on shared moments versus big gifts
M&S’s campaign emphasizes shared experiences over large presents, weaving together fashion, food, beauty and homeware products — all available for purchase. Norton said the script’s playful, funny yet reverent tone appealed to him, while Punch said she wanted “fun and joy” rather than another tearjerker.
High stakes for both retailers
The ads carry significant weight for both companies. M&S is still recovering from a 2025 cyber attack that shut its website for over six weeks and cost more than £100 million. John Lewis faces higher costs and declining consumer confidence, making a successful festive season crucial for both retailers.
