I genuinely love the M&S Christmas campaign - even if it upset everyone else

There’s a famous Japanese proverb you’ve probably heard of: “The nail that sticks out gets hammered down.”

This is especially true in the digital-first social media age, where anyone with a Twitter account (no, I’m not calling it ‘X’) can stir up trouble with a few choice words. Brands are aware of this, and clients hate it, but the very best agencies know that outrage can be utilized to pull emotional levers: see award-winning bangers from Liquid Death, BrewDog and Paddy Power, to name but a few.

Like the comedian Bill Hicks said: “The righteous indignation dollar – that’s a big dollar.”

The latest Christmas ad from M&S dropped yesterday, featuring an all-star cast of Hannah Waddingham, Sophie Ellis-Bextor, Tan France and Zawe Ashton. It sees them all mid-Christmas celebrations, deciding to abandon some of the more traditional Xmas activities in favor of ones they actually enjoy. Out: ugly snowmen, naff bog roll angels, paper crowns, charades, board games and endless card-writing. In: well, whatever the hell you want. This part is left largely to the viewer’s discretion, but I like to imagine M&S is replacing a bland turkey for a massive Filipino lechon (Google it and don’t look back).

From one delicious pork product to another, naturally, the ‘gammons’ have become enraged by the sheer cheek of M&S turning its back on tradition (and Christian values). Some comment that the brand has “gone woke.” Cue the usual chorus call of proclamations from utter flag shaggers to boycott and reminders that brands that ‘go woke, go broke.’

From flag shaggers to flag burners, the latest twist in the story is a photo posted by the brand on social showing red, green and silver paper crowns catching fire. This, according to some, is, in fact, a veiled reference to the tragic and brutal war currently raging in Palestine. Because obviously, Christmas ads are subliminal psych-ops from the Illuminati. All the best creative directors are in it.

We have officially moved from “Okay, I can sort of see your grievance” to full “Deep State chemtrails are turning the frogs gay.” And here I thought M&S just wanted to sell some stuff.

As individuals, we have a terrible habit of talking about brave, exciting work and then immediately shitting on it when it’s made by anyone else. So, can we at least agree on this: the best ideas will always result in some degree of polarization? That’s just human nature. You can’t please all the people all the time. But you can grab their attention.

What I genuinely love about this campaign from Mother is that it’s an antidote to the soppy, plinky-plonky acoustic cover of a sad song, John Lewis-style of advertising we’ve seen for the last ten years. There’s absolutely nothing wrong with that, but didn’t Hegarty say something about zigging and zagging? When everyone else is doing one thing, the best way to be noticed is to do what they’re not.

This ad might get a few people’s backs up, but let’s be honest – they probably would never shop at M&S anyway. I’m here for ‘Thismas’. And lest we forget, 2023 marks the tenth anniversary of the famously awarded Sorry I Spent It On Myself campaign. If we’re really about embracing exciting and attention-grabbing creativity, let’s make space for a little humbug.