M&S hopes pyjamas will “jump off shelves” with Go Pyjamas Christmas ad

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Marks & Spencer M&S Go Pyjamas Nathan Ansell
In the run-up to Christmas, M&S expects to sell 4 million pairs of pyjamas
// M&S launches 2nd Christmas advert following positive reaction from its Go Jumpers campaign
// The Go Jumpers campaign has been viewed by millions in 2 weeks
// Its new Go Pyjamas ad features the same Jump Around soundtrack by House of Pain

Marks and Spencer has launched a second Christmas advert – Go Pyjamas – following “great customer and colleague response” from its Go Jumpers campaign which was released earlier this month.

According to M&S, the Go Jumpers campaign has been viewed by millions of people in two weeks, with 40 million impressions and a reach of 10 million on social media.

The retailer said its knitwear has been “jumping off the shelves” since the campaign launched.


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House of Pain’s Jump Around soundtrack was used in M&S’ Go Jumpers ad which started the campaign’s signature dance move – the shoulder roll.

The move was directed by Jake Nava – who is famous for directing Beyoncé’s Single Ladies.

Go Pyjamas, while not originally planned, was created with the same premise as well as the same soundtrack and dance move.

In the run-up to Christmas, M&S said it expects to sell four million pairs of pyjamas.

“For millions of customers nothing says Christmas like some new pyjamas so we’re really excited for the next part of our campaign which backs another big commercial category for us,” M&S’ clothing & home marketing director Nathan Ansell said.

“It’s all about showing off products which offer great style and great value for the whole family. Our aim is to make sure our customers continue to ‘go jumpers’ for knitwear, “go pyjamas” for sleepwear and most importantly ‘go shopping’ at M&S.”

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