Mrs Claus, played by British actor Janet McTeer best known for her role Tumbleweeds and this year's Hollywood production Me Before You, is the modern star of the "Christmas with Love" campaign, launched just a day after the much anticipated Buster the Boxer, the latest advert from rival John Lewis.
The two-minute clip tells the story of Jake, a young boy who’s spent the last year quarrelling with his sister Anna.
As Christmas approaches, Jake wants to do something special for her and decides to write to Mrs Claus who helps him give the perfect present with love to Anna – red, glittery trainers.
Mrs Claus, who helps Santa with "last minute requests" is clearly the contemporary counterpart of her husband.
She sends her husband off his sleigh before tracking Jake through an electronic map and is seen flying from Lapland across London in her helicopter, named R-DOLF, in a stylish red outfit.
Patrick Bousquet-Chavanne, executive director of customer, marketing and M&S.com, said: “Mrs Claus is the result of thousands of conversations that we had with our customers to understand what they want from M&S – which is warmth, empathy and a touch of humour presented in a modern and contemporary way. She epitomises the huge efforts our customers put in to making the festive season special and represents the love and togetherness that customers want to feel and see in abundance at Christmas.”
“That’s why we’ve brought Mrs Claus and her world to life outside the ad in our most immersive and mobile Christmas experience yet. Across social, in store, mobile and online she’ll be there to help our customers with the build up to the big day by taking over our communication channels and surprising customers as they shop, ensuring that everyone will #LoveMrsClaus this year.”
A cinematic score composed by Rachel Portman soundtracks the advert.
All the products featured in the advert, including Anna’s glittery trainers, will be available in selected M&S stores and online.
M&S will launch its advert, created by RKCR / Y&R, in the first ad break of Googlebox to more than three million viewers on Friday.
The retailer is battling to win back its core customers after years of declining shares and a clothing sales torpor.
M&S recently announced it will close about 60 clothing and home stores over the next five years, in an effort to turn around its struggling business.Reuse content