Customers describe their favorite mouth-watering treats in Marks & Spencer's unscripted Christmas food ads

Spots by Grey London let real people, not celebrities, do the talking

Published On
Nov 13, 2018

Editor's Pick

Marks & Spencer is well-known in the U.K. for its  legacy of "food porn" style ads featuring sumptuously styled mouthwatering dishes, usually described in come-hither style via a sexy celebrity voiceover.

However, this year it's taken a different approach for its holiday campaign-- getting real life customers, and employees, to describe their "M&S Christmas favorites." The first of several films by creative agency Grey London, seen here, features people describing the M&S sprouts (a "game-changer"), mince pies ("like a hug on the inside") and the chocolate acorns ("I think you have to be lying down for those). The campaign was directed by Charlie Stebbings at Rogue on the food side, with Neil Gorringe at Moxie handling the people. 

It's a more down-to-earth approach for Marks & Spencer; while the food still looks delicious, the approach is more reality TV than high-end luxury (think "Gogglebox" but with critiques of food instead of TV) and the ads will encourage the nation to join the conversation and share their Christmas food favorites using the hashtag #MyMarksFave. The series includes three 60 second ads and nine 30 second ads, linking to customers' Christmas food shopping patterns. In-store, displays will show managers' favorites with the #MyMarksFave signage, and employees will show off their own favorite products on name badges. 

The retailer (which last week announced a fall in sales for both food and clothing for the six months to September 29) also launched a TV spot for its clothing and homewares themed around holiday "Must-Haves," starring TV presenter Holly Willoughby and model David Gandy and set to "Give a Little Love" by Tom Jones. 

Credits

Date
Nov 13, 2018
Client:
Marks & Spencer
Agency:
Grey-London
Chief Creative Officer:
Vicki Maguire
Group Creative Director:
Sue Higgs
Senior Creative:
Gregor Findlay
Senior Creative:
Kevin Colquhoun
Senior Producer:
Debbie Impett
Assistant Producer:
Tom Moxham
Creative Producer:
Danny Wallace
Chief Strategy Officer:
Matt Tanter
Planning Director:
Sarah Oberman
Group Business Director:
Katie Jackson
Business Director:
Kate Ilott
Account Director:
Sophie Lake
Account Manager:
Anil Manji
Production:
Rogue Films
Director:
Charlie Stebbings
Director of Photography:
Charlie Stebbings
Executive Producer:
Barney Richard
Producer:
Dominic Seymour
Production:
Moxie
Director:
Neil Gorringe
Director of Photography:
Tim Sidell
Executive Producer:
Dawn Laren
Producer:
Doochy Moult
Editing:
Tenthree
Editing:
Marshall Street Editors
Editor:
Quin Williams
Editor:
Liam Bachler
Editor:
John Mayes
Post Production:
MPC
VFX Producer:
Ryan Hancocks
VFX Supervisor:
Marcus Moffatt
Colorist:
George K
Sound:
Wave
Sound Designer:
Jack Sedgwick
Media:
Mindshare
Chief Client Officer:
Fleur Stoppani
Client Director:
Liv Joy
Account Manager:
Sarah Williams
Live Planner:
Julie Bolsom
Account Manager:

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