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M&S challenges John Lewis with James Norton as a muscular Santa
Marks & Spencer has launched a lively Christmas advert starring James Norton as a topless, “shredded” Santa, taking aim at the festive attention usually commanded by John Lewis. The campaign presents Christmas as a time for shared moments as well as shopping, while the comparison between the two adverts highlights how retailers use seasonal advertising to connect with customers.
Norton and Lucy Punch play a youthful Mr and Mrs Claus; the story follows Santa shaving off his beard to experience Christmas incognito. M&S has combined its fashion, food, beauty and homeware ranges in one campaign, with items featured in the advert available to buy. John Lewis’s advert stars Kristin Scott Thomas as a wealthy grandmother, a portrayal criticised by some as out of touch. Both retailers face pressure: M&S is recovering from a 2025 cyber hack that cost it more than £100m, while John Lewis is dealing with higher costs and weaker consumer confidence.
In short
- M&S counters John Lewis with a playful Christmas advert.
- James Norton stars as a topless, “shredded” Santa.
- The campaign promotes shared moments and M&S products.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
M&S can reasonably argue that a playful, star-led advert helps it stand out in a crowded Christmas season and brings its fashion, food and home ranges together in a memorable campaign. The story also frames Christmas around shared experiences, while giving customers a clear route to discover the products shown.
The case against
Critics can reasonably question whether a muscular celebrity Santa and prominent product placement make the advert feel more like a sales pitch than a celebration of Christmas. In a period of financial pressure for both retailers, the contrast with John Lewis’s more character-led approach also raises questions about whether spectacle is the best way to build trust and emotional connection.
Explained simply
Marks & Spencer and John Lewis are major British retailers that both use Christmas adverts to draw attention to their shops and products. The campaigns have become a familiar part of the festive season, and retailers often use them to shape how customers see their brands.
M&S sells clothing, food, beauty and homeware, while John Lewis is known for department stores and its partnership with Waitrose. Their adverts can showcase products while also telling a story about Christmas, and the public response can affect how well a campaign connects with shoppers.
Both businesses are competing for customers at a time when household budgets and confidence matter to spending. M&S is also recovering from the financial impact of a cyber attack, while John Lewis faces higher costs.
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Originally published by The Guardian as “M&S takes on John Lewis in Christmas ad battle with topless ‘shredded Santa’”.