M&S takes on John Lewis in Christmas ad battle with topless ‘shredded Santa’

This year, Marks & Spencer is taking on the traditional Christmas ad giant, John Lewis, with a bold new commercial starring topless Santa Claus played by James Norton. M&S's lively ad, featuring Norton and Lucy Punch as a youthful Mr and Mrs Claus, is already drawing comparisons to John Lewis's previous effort, which featured Kristin Scott Thomas as a glamorous grandmother hunting for a "gran cave" in her mansion.

Norton's topless appearance in the M&S ad has gone viral, with Men's Health magazine describing the actor's portrayal as a "shredded Santa" and noting that his appearance "leaves the traditional mince-pie physique looking a little dated". Gurjit Degun, creativity and cultural editor at Campaign magazine, praised the M&S ad as "playful and tongue in cheek without being silly".

The ad combines M&S's various strands, such as fashion, food, beauty, and homeware, into one cohesive campaign, a strategy the company last used in 2017.

The central message of the M&S ad is that Christmas is about shared moments, not just big gifts, although it is also a celebration of shopping. Every element of the ad, from Punch's pyjamas to the towel seen in Norton's scene, is available to buy. The John Lewis campaign, on the other hand, emphasizes giving physical gifts over cash.

James Norton described the combination of a "playful, funny, and reverent script" in the M&S ad as appealing, and he is a "huge fan" of director Shannon Murphy, who has worked on shows including Killing Eve and Babyteeth. Norton, who is usually drawn to traditional tearjerkers, believes the ad still captures the emotion of Christmas through family and friend moments that represent "connection and joy".

While the M&S and John Lewis ads are both competing for consumers' attention, each retailer faces its own challenges in a tough market. M&S is still recovering from a 2025 cyber hack that forced it to close its website for six weeks, resulting in losses of over £100m. John Lewis, meanwhile, is trying to revive interest as it grapples with higher costs and declining consumer confidence.

Jonathan De Mello, founder of JDM Retail consulting, praised John Lewis's advertising strategy, noting that the casting of Kristin Scott Thomas reflects the type of affluent customer the retailer is targeting. However, De Mello cautioned that this approach could alienate the mass market, as it portrays a lifestyle unattainable for many younger generations. The M&S ad, by contrast, reflects the retailer's successful turnaround, aligning food and fashion to tap into the younger consumer psyche.