For Marks & Spencer this Christmas, there's a truly genuine cause behind its festive campaign as it's set to donate £1million to the Neighbourly Foundation, a charity that supports local community causes across the UK.
Positioning the retailer as the most thoughtful destination for stylish gifting this holiday season, the Gifts That Give spot shows how the presents consumers choose from M&S help support local good causes. Even better, the campaign features over 70 cast members from some of those real initiatives including from The Kaotic Angels Club, Bengali Sanskriti Club Peterborough, Paddington Arts Dance Group, Valley Invicta Primary School at Eastborough's Majorettes, the Kearsly Brass Band, Caenhill Countryside Centre and the Y Centre Skaters.
It's a heartwarming ad that comes at just the right time, too. “When we found out that many charitable groups and organisations are experiencing a drop in funding, we knew we had to put community spirit right at the heart of this year's campaign and create something that would make people smile,” explains Anna Braithwaite from M&S Clothing and Home. “Gifts that give is a heart-warming, feel-good and colourful celebration of the unsung heroes that do so much for so many.”
Created in collaboration with House 337, the campaign was produced by Partizan and directed by Michael Gracey (the Greatest Showman). It features music by Harry Styles, with the ad's soundtrack Treat People with Kindness marking only the second time he has allowed one of his tracks to be used on an advert. In keeping with the campaign's theme, Harry Styles is kindly donating his fee to homeless charity, Centrepoint. It will run for six weeks across TV, VOD, cinema, digital, social and print.