Marks & Spencer launches 2017 Christmas campaign with Paddington Bear

Marks & Spencer has teamed up with an iconic British character for its 2017 Christmas Campaign - Paddington Bear. The beloved bear, who stars in the family film, Paddington 2, to be released November 10, is the central character in M&S advert 'Paddington and the Christmas Visitor' launching November 7.

The department store's Christmas campaign, which launches today under the hashtag #LoveTheBear, includes the advert, created by Grey London, an in-store dedicated campaign as well as online and social additions such as an interview with Paddington and downloadable marmalade recipes. The 'Paddington and the Christmas Visitor' advert follows the tale of how Paddington bear unknowingly saves Christmas for this friends and neighbours by mistaking a burglar for Santa Claus.

M&S launched fully integrated Christmas Campaign starring Paddington Bear

"At M&S our customers are at the heart of everything we do and we know they love the magic of Christmas, most of all spending time with family and friends," said Patrick Bousquet-Chavanne, Executive Director of Customer, Marketing & M&S.com. "Paddington has enchanted children and families all over the world for nearly 60 years which is why we couldn’t turn down the chance to bring the wonderfully endearing, much-loved British character and his world into the heart of our Christmas campaign this year. We always want to surprise and delight our customers.”

M&S has also turned its advert into a children's Christmas storybook, a first for the department store, which is currently available online and in store for 3 pounds. All proceeds from the children's book sales will be donated to the NSPCC to help fund its Childline service during the festive season. To mark the launch of the book, M&S is set to host a series of book readings for children, beginning at its flagship store at Marble Arch on November 10.

In addition, the department store will also be hosting dedicated screenings of the Paddington 2 film for Sparks members and their children in the ten communities it is supporting through its Plan A 2025. Marks & Spencer will also create dedicated Paddington Shops in 78 of its stores, which will house over 90 theme products and selfie stations. From December onwards, M&S's team of in-store 'Moment Makers' will also be on hand to surprise customers with Paddington-themed 'Random Acts of Kindness' which range from a free marmalade sandwich to chocolates at the till.

“Paddington injects the sense of joy, love and neighbourly spirit that makes Christmas feel magical and our story reflects the inclusive, make the most of every moment approach that we take to our customer conversations," added Rob Weston, Brand & Marketing Director at M&S. The 2017 Christmas Campaign echoes Marks & Spencer 'Spend it Well' campaign, launched earlier this year, as it encourages customers to focus on experiences, people and the things that matter the most to them.

Photos: Courtesy of M&S