Why M&S Changed Its Christmas Campaign Plans
Aimee Lou Wood, a well-known British actress who rose to international recognition after her role in The White Lotus, was originally chosen to star in Marks & Spencer’s 2025 Christmas advertisement.
According to reports, company executives were thrilled when they signed her. In August, amid summer heat, Wood donned festive winter clothing for a photoshoot in Hatfield, Hertfordshire. Insiders described the team as celebrating their decision, confident they had surpassed competitors like John Lewis, Waitrose, and Sainsbury’s.
Sources indicated that Wood’s unique charm, particularly her trademark front tooth gap, appealed to the brand’s leaders and influenced their choice. However, the retailer later decided to shift strategy.
Campaign Strategy Shift
The Daily Mail revealed that Marks & Spencer dropped Wood from the project, opting instead to use several short social media videos rather than a single televised commercial. Executives stated that they wanted a campaign more centered on their products and less on celebrity storytelling.
“We really enjoyed working with Aimee Lou Wood during the early stages of this year’s Christmas campaign – she brought great energy and creativity to the process,” said a Marks & Spencer spokesperson.
Summary
Marks & Spencer initially celebrated hiring Aimee Lou Wood for its Christmas advert but later replaced the project with a digital-first, product-driven campaign.