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Following the reaction to its “Go Jumpers” campaign, M&S is today (Friday 22nd November), launching a second fun-filled, family Christmas TV ad – Go Pyjamas – supporting another of M&S’s powerhouse categories.


Go Jumpers

In two weeks – the Go Jumpers campaign has been viewed by millions of people, with 40 million impressions and a reach of 10 million on social media alone. Knitwear has been jumping off the shelves at M&S and the hero £25 blue fairisle jumper was the biggest selling womenswear product at M&S last week, with one sold every minute it beat the rarely beaten jegging. The sales response demonstrates the importance for the nation’s biggest retailer of backing killer categories with confidence.

The iconic House of Pain’s “Jump Around’ soundtrack has started to get the nation having a go at the campaign’s signature dance move – the “shoulder roll”. The move was directed by Jake Nava - who is famous for creating instinctive routines people want to follow such as Beyoncé’s Single Ladies. From joining in with Flash Mob’s at London Bridge Station, BBC News crew, to creative spoofs on Twitter, people have been getting involved and doing the “shoulder roll.” M&S has also teamed up with Heart FM and former Strictly contestant Ashley Roberts who has been teaching her fellow presenters and celebs how to shoulder roll with style. 


Go Pyjamas 

Whilst not originally planned, M&S and creative agency ODD made the “Go Pyjamas” advert following the great customer and colleague response in consumer testing to “Go Jumpers.” The advert follows the same simple premise with the whole family having some fun and jumping around in festive PJs to House of Pain’s “Jump Around.” Back by popular demand, M&S’s own Jumper Hound, Jinty is once again seen rocking her Christmas jumper at the end of the ad. 

This festive season M&S expects to sell four million pairs of PJs and the new ad shows off 20 options on offer starting at just £7 – from matching family PJs to stylish satin sets. 

Nathan Ansell, M&S’s Clothing & Home Marketing Director said, “For millions of customers nothing says Christmas like some new pyjamas so we’re really excited for the next part of our campaign which backs another big commercial category for us. It’s all about showing off products which offer great style and great value for the whole family. Our aim is to make sure our customers continue to “go jumpers” for knitwear, “go pyjamas” for sleepwear and most importantly “go shopping” at M&S.”

- Ends -


M&S COLLECTION COTTON

CHECKED PJ SET WOMENS

£25


M&S COLLECTION COTTON

CHECKED PJ SHORT SET MENS

£19.50


M&S COLLECTION COTTON

CHECKED PJ SET, 1 – 16 YEARS

FROM £10


M&S COLLECTION COTTON

PEGUIN PRINT PJ SET WOMENS

£19.50


M&S COLLECTION COTTON

PEGUIN PRINT PJ SET MENS

£19.50

M&S COLLECTION COTTON

PENGUIN PRINT PJS, 1 – 16 YEARS

FROM £10



For further information on the Marketing strategy please contact M&S External Communications:

0208 719 1919 

For product enquiries please contact the Clothing, Home & Beauty PR team:

0208 718 4313


CREDITS:

Brand: Marks & Spencer 

Clients: Nathan Ansell, Marketing Director, Clothing & Home 

Campaign Name: Go Pyjamas for Christmas

Creative Agency: ODD

Executive Creative Director: Nick Stickland

Associate Creative Directors: Turhan Osman, Loui Bowes

Art Director: Emma Jordan

Head of Strategy: Kathryn Jubrail

Strategy Director: Jo Delaney

Account Handling: Sarah Johnston, Tom Peters

Agency Producers: Dannie Stewart, Tash Dean

Production Company: Object & Animal 

Director: Natalie Rae

DoP: Andreas Bjørseth   

Choreographer: Suzette Brissett

Exec Producer: Dominic Thomas

Producer: Julia Fetterman 

Stylist - Rebecca Rich

Art Director - Arthur de Borman

Post Production: Moving Picture Company (MPC)

Flame Lead: Bevis Jones

Nuke Assist: Amy Smith and Mauro Nodari

Colourist: Yoomin Lee

EP: Louise Unwin

VFX Producer: Amie Kingsnorth

Editing: The Assembly Rooms 

Editor:  Eve Ashwell 

Edit Assistant: Andre Rodriguez

Edit Producer: Daniel Breheny

Sound:  Grand Central 

Sound Designer:  Munzie Thind 

Original Track:   Jump Around - House of Pain 

Music Negotiators:  Tom Stanford, Wake The Town 

Sound Design:  N/A 

Media Agency:  Mindshare