Marks & Spencer's first holiday work through Grey London is a snow-filled, heartwarming ad featuring Paddington Bear, in a tie-up with the newly released movie "Paddington 2".
In the 90-second film, which forms the centre point of the campaign, Paddington, voiced by actor Ben Wishaw, inadvertently saves Christmas by interrupting a burglar he mistakes for Santa Claus and helping him deliver the presents he has stolen back to their rightful owners.
Also on sale for the next eight weeks is a limited-edition Paddington and the Christmas Visitor story book.
Throughout December, M&S staff will be doling out Paddington-themed random acts of kindness, from giving customers marmalade sandwiches to handing out chocolates.
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Rob Weston, Brand and Marketing Director at M&S said, "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". Priced at £3, proceeds from book sales will go the NSPCC to help fund its vital Childline service over Christmas.
The M&S campaign will make its TV debut today alongside the Pride of Britain awards on ITV.
It's that time of year again, brace yourself for the Christmas ads.
The spot will be shown in cinemas as the last ad before screenings of "Paddington 2" in a deal with Digital Cinema Media struck by Mindshare.