James Norton plays shirtless Santa in M&S Christmas ad rival to John Lewis
James Norton plays a shirtless Santa in M&S's Christmas ad rival to John Lewis.
John Lewis has long dominated the Christmas advert moment with emotional, tearful campaigns. This year M&S fights back with a lively ad directed by Shannon Murphy, known for Killing Eve.
Norton plays Santa who shaves his beard to experience Christmas as an ordinary person, while Lucy Punch is a snobbish Mrs Claus. The ad includes shots of Norton without his shirt, which has drawn viral attention; Men's Health called him a "shredded Santa."
John Lewis's competing ad features Kristin Scott Thomas as a glamorous granny outfitting a "gran cave" in a sprawling townhouse, a portrayal critics say is out of touch with hardship many Britons face.
M&S positions its campaign around shared moments and joy rather than gift-giving, though every item featured is for sale. Both retailers face pressure: M&S is recovering from a 2025 cyber hack that cost over £100m, while John Lewis grapples with rising costs and falling consumer confidence.
- 160 years
- John Lewis heritage
- Shannon Murphy
- Director
- over £100m
- M&S cyber hack cost
- 2017
- Last M&S unified campaign
Why it mattersChristmas ad campaigns drive festive spending and brand loyalty; whoever captures the cultural moment wins millions in holiday sales.
AustraliaNo direct Australian effect yet; M&S and John Lewis ads influence global retail strategy, though both operate UK-focused campaigns.
