M&S challenges John Lewis with a topless Santa in new Christmas advert

Marks & Spencer has entered the festive advertising race against rival John Lewis with a lively campaign starring James Norton and Lucy Punch as a youthful Mr and Mrs Claus. In the advertisement, Norton plays an undercover Santa who shaves off his beard, with viral scenes featuring him topless in a white towel. The campaign comes as both high-street retailers face pressure in a tough consumer market, with M&S looking to bounce back from a previous cyber hack and John Lewis grappling with higher costs and declining interest. While John Lewis went for a traditional approach featuring Kristin Scott Thomas, the M&S team opted for a humorous and playful script focused on shared moments and connection. Every element of the M&S advertisement, from clothing to food items, is available to purchase as the retailer combines its fashion, food, beauty, and homeware strands into a single campaign. Both actors praised the director, Shannon Murphy, for delivering a fun and joyful festive tone instead of the traditional tearjerker.