M&S Christmas advert 2016
https://www.youtube.com/embed/V5QPXhStb5I
Text: the ad begins with - what appears to be - a conventional narrative interpretation of the Santa Clause myth (of life at the North Pole and his task of having to deliver Christmas presents to the world's children). The updated, M&S version of the myth is ushered in by a 6 year old boy called Jake prompts Mrs Clause to don her 'Santa suit' to deliver an unscheduled present, which in doing so, serves to reinforce familial bonds between Jake and his big sister Anna. Messaging: the ad alludes to ideas around Christmas being a magical time of year (when anything can happen), which in doing so, links such 'magic' to the M&S brand - that M&S are magical/can make anything can happen. And of course, that such magic centres on cultural myths about 'family' i.e. Jake, his Dad, his dog called Tiger and big sister Anna + the family of Santa Clause and Mrs Clause.
