M&S's shirtless Santa takes on John Lewis in the Christmas ad battle
Saturday, 7 November 2026 · Marketing & design · Full report
The Guardian, 2026-11-05 | read: full article
What was found
Marks & Spencer has launched a single Christmas advertising campaign that covers clothing, food, beauty and homeware together. It is the first time the retailer has done this since 2017 1. The ads star James Norton as Santa and Lucy Punch as Mrs Claus. A scene showing Norton wearing only a towel spread quickly online, and Men's Health called him a "shredded Santa" 1. The campaign comes as M&S tries to recover from a 2025 cyber attack that took its website offline for more than six weeks and cost over £100m 1. Its rival John Lewis, meanwhile, has drawn criticism for its own Christmas ad starring Kristin Scott Thomas. Some viewers felt its scenes of wealthy living were out of step with how most people live 1.
Who it applies to
The report concerns two major British retailers, M&S and John Lewis, and the UK high street more broadly. It also matters to shoppers in Britain who will see these ads during the holiday season 1.
How strong the evidence is
Limited. This is a news report that draws on industry commentary about two advertising campaigns 1. It gives no figures on how shoppers responded, whether sales changed, or how many people saw the ads. Claims that an ad "went viral" or seemed "out of touch" reflect media reaction rather than measured results. The full article was read, but the available text ends abruptly, so some details may be missing.
What it means in practice
The report points to a change in how big retailers approach Christmas advertising. Instead of the emotional, tear-jerking stories that have long defined the season, some brands are turning to humour, celebrity and moments designed to be shared on social media 1. M&S is also promoting all its departments at once rather than running separate campaigns. Retailers hope this approach will encourage spending at a time when living costs remain high and consumer confidence is low 1. For M&S in particular, a widely discussed campaign may help rebuild attention and trust after a damaging year. Whether these tactics actually lead to more sales is not yet known, and it will only become clear once figures from the Christmas trading period are published.
Original source
- M&S takes on John Lewis in Christmas ad battle with topless 'shredded Santa' (The Guardian, 2026-11-05)