M&S Xmas knits ad success leads to unexpected pyjama ad follow-up

today Nov 22, 2019
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There’s a lot riding on the success (or not) of retailer Christmas ad campaigns and M&S seems to be pleased with the reaction to its new knitwear-focused campaign as the company has rushed out another, unplanned commercial in the series, this time with a focus on pyjamas.


On Friday, the retail giant said that its Go Jumpers campaign has enjoyed 40 million impressions and a reach of 10 million on social media alone. 

Knitwear has been a big seller at M&S too and the hero £25 blue fair isle sweater from the ad was the biggest selling womenswear product at the chain last week, with one sold every minute. The company said “it beat the rarely beaten jegging [and] the sales response demonstrates the importance for the nation’s biggest retailer of backing killer categories with confidence”.

Its new ad is Go Pyjamas, supporting another of its ‘powerhouse’ categories and has been created as a direct reaction to the success of its predecessor. It worked with creative agency ODD and “made the Go Pyjamas advert following the great customer and colleague response in consumer testing to Go Jumpers.” 


It follows the same simple premise “with the whole family having some fun and jumping around in festive PJs to House of Pain’s Jump Around.” It also features a popular character from the original knit ad, with “M&S’s own Jumper Hound, Jinty once again seen rocking her Christmas jumper at the end of the ad”.

The company said it’s expecting to sell four million pairs of pyjamas this festive season and the new ad shows off 20 options on offer starting at £7. 

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