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
2019 Fashion, Home & Beauty