// Tom Holland & Dawn French star in Marks & Spencer’s bumper Christmas campaign
// The high street giant said it wants to make this Christmas “its biggest ever”
Tom Holland has swapped his Spider-Man suit to become Percy Pig this Christmas as part of Marks & Spencer’s bumper festive campaign for 2021.
The British retailer said it wants to make this Christmas “its biggest ever” as it launches two marketing campaigns on the same day as rival John Lewis releases its new festive campaign.
In the advert, Percy comes to life after a swing of the wand by a fairy played by actress Dawn French.
“I’ve loved Percy Pigs for as long as I can remember, and when I was asked to be his voice – his first ever voice – it took me less than a second to say yes.” Holland said.
M&S Food director of marketing Sharry Cramond also said the company felt a particular need to try and “bring some magic” to people’s Christmas celebrations after the pandemic ruined many customers’ festive plans last year.
“We’ve based our Christmas ad on a much-loved M&S character,” said Cramond.
“I was chatting with a store manager in Edinburgh and he said the tourists are coming back.
“We need more Percy Pig merchandise because they’re just going nuts for it. He really is a global brand.”
She explained that the last two years have been vital to understanding what customers are expecting and what they want.
“Customers told us that they really want a massive Christmas this year because it was essentially cancelled last year,” she said.
“40 per cent of families are going to do more this Christmas than even before Covid while 70 per cent said they’re going to get together for a really big Christmas.”
Following a social tease on TikTok, the campaign launched today with a 60-second advert, with a further seven adverts to come.
Rolling up until the new year, the films show Percy exploring different food products.