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Paddington and a Surprise Visitor Help Make Marks and Spencers a Christmas 2017 Front-runner

Creative 627 Add to collection

Grey London and director Danny Kleinman dine on marmalade sandwiches with everyone’s favourite Peruvian bear

Paddington and a Surprise Visitor Help Make Marks and Spencers a Christmas 2017 Front-runner
This festive season, M&S has teamed up with a treasured British icon to create a truly special Christmas - as Paddington is unveiled as the star of Marks & Spencer’s Campaign for 2017, which will launch with the hashtag, #LoveTheBear. The timely tie up follows the star-studded World Premiere of STUDIOCANAL and Heyday Film’s Paddington 2 this past weekend, with the family film going on general release this Friday (10th November).   

The advert ‘Paddington and the Christmas Visitor’, created by Grey London and directed by Rattling Stick’s Daniel Kleinman features the stellar VFX work of Framestore, who also worked on the movie., It is a festive, family focused tale that tells the story of how everyone’s favourite bear, Paddington, unknowingly saves Christmas for his friends and neighbours.  It’s Christmas Eve at Windsor Gardens and Paddington is fast asleep.  However, his dreams of marmalade are interrupted by a loud thud on the roof. Upon investigation, he stumbles upon a burglar and despite the burglar’s protests that he is “not Santa” the determined and good-natured bear begins to ‘help’ him deliver the presents back to where they belong.  Seeing the good in everyone, Paddington innocently helps the burglar see the error of his ways and as they place presents into personalised stockings and pause for mince pies, he unknowingly averts a crisis and ensures a truly special moment for neighbour Alice, and a happy Christmas for all. 

Vicki Maguire, Chief Creative Officer at Grey London said, “Two British icons coming together in a story of heart-felt redemption, at a magical time of year, is the brief that dreams are made of. Customer expectations for Christmas campaigns are always high, and for M&S this has never been truer than now following the positive response to ‘Spend it Well’. We cannot wait to see and hear the reaction as we spread the love, goodwill and marmalade this Christmas.”

In a first for M&S, the heart-warming story of the advert has been turned into a children’s Christmas storybook available in stores and online for £3. All profits will be donated to the NSPCC to help fund its vital Childline service over the Christmas season. To launch the book, M&S will also host a series of book readings for children at stores around the UK – starting at its flagship Marble Arch store on Friday (10th November).  The campaign retains the philosophy of M&S’ ‘Spend it Well’ brand platform launched earlier this year - encouraging customers to focus on the people, experiences and things that matter to them most, something that is never more important than at Christmas.  Paddington, who is named after the famous area of London where M&S is also based, will take a lead role in helping the retailer create a series of special moments for its customers and the communities it serves through partnership activity.  
Reflecting on the partnership, Dame Esther Rantzen, founder of the NSPCC’s Childline said, “Christmas is an exciting time of year, but for some vulnerable children and young people it can be very difficult which is why Childline is there for them 365 days a year, 24 hours a day. This, of course, requires a great deal of funding, which is why we’re delighted to be partnering with M&S and Paddington to support the Childline service and raise awareness of the work we do. At only £3, with all profits going to the NSPCC, the book is excellent value for money and the perfect Christmas gift.” 

Patrick Bousquet-Chavanne, Executive Director of Customer, Marketing & M& said: “At M&S our customers are at the heart of everything we do and we know they love the magic of Christmas, most of all spending time with family and friends. Paddington has enchanted children and families all over the world for nearly 60 years which is why we couldn’t turn down the chance to bring the wonderfully endearing, much-loved British character and his world into the heart of our Christmas campaign this year. We always want to surprise and delight our customers; the timing is perfect as we’re partnering together just ahead of the release of Paddington 2.”  
Rob Weston, Brand & Marketing Director at M&S added: “Paddington injects the sense of joy, love and neighbourly spirit that makes Christmas feel magical and our story reflects the inclusive, make the most of every moment approach that we take to our customer conversations.”  

Partnership Activity Cinema M&S’ media partner, Mindshare, have worked with Digital Cinema Media to ensure the 90 second advert is shown before the start of every screening of Paddington 2. 

In another first M&S will host a dedicated campaign shop to support its Christmas advertising campaign. Bespoke signage will lead customers to The Paddington Shop – housing over 90 themed products, the majority in kidswear, and of course Paddington’s favourite marmalade will be available in M&S Foodhalls. In another first, the iconic bear will be the first ever film character to star in the M&S Christmas windows.  In to December, M&S’ team of in-store ‘Moment Makers’ will be surprising and delighting customers with Paddington-themed ‘Random Acts of Kindness’ - from a free marmalade sandwich in the café, to a cheeky Paddington chocolate at the till.  Online and Social  The retailer will bring Paddington’s iconic character to life for customers in a fully integrated cross channel campaign. The much-loved bear will take part in his first ever interview for M&S’ content hub Style & Living and there’ll be downloadable festive marmalade recipes suitable for all the family. Underpinning the entire campaign will be social support encouraging customers to #LoveTheBear.  

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Composer: Alex Baranowski

Music : Wake the Town

Sound Engineer: Jack Sedgwick

Sound Production: Wave


Edit Company: The Whitehouse

Editor: John Smith

Post Production / VFX

Post Production Company: Framestore

VFX Producer: Chris Gray

VFX Supervisor: Ben Cronin, Jordi Bares Dominguez

Animation: shley Reemul, Harry Smith, Joseph Henson, Joseph Kane, Steve Townrow

CG Supervisor: Charles Bayliss

Colourist: Steffan Perry

Compositing Supervisor: Leonardo Costa

Compositor: Samantha Meisels, Heidi Dahle, Jack Fisher, Simon Stoney, Christian Baker, Jacqui Lockley, Kane Herd, Matthew Thomas

Creative Director: Ben Cronin, Jordi Bares Dominguez

Executive Producer: Helen Hughes

Flame: Paul O'Brien, George Roper

FX Lead: Rafael Rey Camacho

FX TDs: Deniz Cinar, Luis Fos

Lead Environments: Dave Early

Lead Rigging: Greg Martin

Matte Painting: Gerard Dunleavy, Lee Matthews

Rigging: Leo Schreiber

Roto: Jonathan Williams, Reece McFarlane

VFX Editor: Richard Gao

VFX Senior Producer: Christopher Gray

Lighting TDs: Andrea Biferi, Henrique Campanha, Emily Yang, Erasmo Torallas,

Animation Lead: Gez Wright

Texture Artists: Aaron Hunwick, Aaron Smith, Judit Somogyvari, Xuan Prada Gomez

Creature FX: ​Abdelkader Nouar, Aleksandr Uusmees, Emma Thorpe,

VFX Coordinator: Alexia Paterson

Modelling: Ismael Rodriguez, Izaak Pardey, Tim Gregson

Production Company

Director: Daniel Kleinman

Producer: Johnnie Frankel

Production Company: Rattling Stick


Brand: Marks and Spencer

Creative Agency

Account Executive: Alice Lowden

Art Director: Sam Daly

Assistant Producer: Serena Hodgson, Leah Stolerman

Copywriter: Robert Greaves

Group Business Director: Katie Jackson

Planning Partner: Jonny Ng

Senior Planner: Sarah Oberman

Senior Producer: Thea Evely

Writer: Simon Farnaby

Chief Creative Officer: Vicki Maguire, Caroline Pay

Genres: Comedy, Visual VFX, People, Action, Storytelling

Categories: Retail and Restaurants , Retail Stores

Grey, Tue, 07 Nov 2017 12:06:38 GMT