M&S Christmas Ad 2025: Topless Santa Takes on John Lewis 2026

The M&S Christmas ad for 2025 has officially arrived, and it's already making waves with a topless Santa played by James Norton. The retailer is taking direct aim at John Lewis's long-held crown as the king of festive commercials, and the internet is here for it.

M&S Christmas Ad: A Shirtless Santa Steals the Show

Marks & Spencer's latest festive offering stars James Norton and Lucy Punch as a youthful Mr. and Mrs. Claus. The ad features a lingering shot of Norton with his top off, wearing nothing but an M&S white cotton towel. The scene has quickly gone viral, with Men's Health magazine dubbing him a "shredded Santa" and joking that his physique leaves the traditional mince-pie body looking dated.

The playful tone marks a departure from the syrupy storytelling that has dominated Christmas advertising for years. Instead of tugging at heartstrings, M&S is going for laughs and a bit of cheeky sex appeal.

John Lewis's 'Gran Cave' Ad Faces Criticism

John Lewis, the 160-year-old department store, launched its own Christmas ad this week, starring Kristin Scott Thomas as a glamorous granny. The plot revolves around her transforming a room in her sprawling townhouse into a fun "gran cave." However, the ad has drawn criticism for its portrayal of wealth, with some viewers calling the huge house and ungrateful grandchildren out of touch with the nation's mood.

This misstep has given M&S an opening to position itself as more relatable and fun-loving. The contrast between the two campaigns is stark: one leans into aspiration and sentimentality, the other into humor and youthful energy.

Why the Topless Santa Matters for M&S

For years, John Lewis has owned the "Christmas advert moment," using piano ballads and tearjerker storylines to build cultural capital. But M&S is now flexing its marketing muscle, and the topless Santa is a calculated move to generate buzz and shift perceptions.

Gurjit Degun, creativity and cultural editor at Campaign magazine, noted that the ad has successfully sparked conversation. In a crowded festive market, standing out is half the battle, and M&S has achieved that with a single shot.

• Viral moment: The topless Santa scene has been widely shared on social media, giving M&S free publicity.
• Youthful appeal: Casting James Norton and Lucy Punch as a young Mr. and Mrs. Claus modernizes the Santa myth.
• Contrast with John Lewis: While John Lewis faces criticism for its portrayal of wealth, M&S comes across as playful and self-aware.
• Brand positioning: M&S is signaling that it can compete with John Lewis on cultural relevance, not just product quality.
• Risk and reward: The cheeky approach could alienate traditionalists, but it has already won attention.

Comparing the Two Christmas Campaigns

Below is a side-by-side look at how the two retail giants stack up this festive season.

The Business of Christmas Ads

Christmas ads are big business in the UK, with retailers spending millions to capture festive spending. John Lewis has long been the benchmark, but M&S's latest effort shows it's not willing to cede the spotlight.

According to Degun, the ad has already succeeded in generating conversation, which is crucial in a fragmented media landscape. The question now is whether that buzz translates into sales.

What This Means for the High Street

The rivalry between M&S and John Lewis is nothing new, but this year's Christmas ads highlight a shifting strategy. M&S is leaning into humor and viral moments, while John Lewis sticks to its tried-and-true formula of emotional storytelling.

For shoppers, it's a win: more entertaining ads and a clearer sense of what each brand stands for. For the retailers, it's a high-stakes gamble with millions of pounds on the line. The background to this story is set out in John Lewis Christmas Ad 2024: Kristin Scott Thomas Shines as Gloria. A related thread runs through Santa with Down’s Syndrome Inducted Into Hall of Fame.

As the festive season kicks off, all eyes will be on which campaign resonates more with the public. Early signs suggest M&S has the edge in terms of social media buzz, but John Lewis's loyal customer base may still turn out in force. Earlier coverage in Celebrity: latest articles shows how the argument developed. A closer look at the same subject appears in John Lewis Christmas Ad 2026: Kristin Scott Thomas vs Evil AI Puppy.

If you're enjoying the lighter side of the season, you might also get a kick out of these Chuck Norris Santa puns that are guaranteed to roundhouse kick your funny bone. They're a perfect complement to the cheeky spirit of the M&S ad. Anyone following the wider picture can start with John Oliver Slams MAGA's Homophobic Smears Against James Talarico.

FAQ

Who stars in the M&S Christmas ad?

The M&S Christmas ad features James Norton as a topless Santa and Lucy Punch as Mrs. Claus. Norton's shirtless scene has become a viral highlight.

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Why is the M&S ad compared to John Lewis?

Both are major UK retailers with high-profile Christmas campaigns. John Lewis has traditionally dominated the genre, but M&S's playful approach this year has drawn comparisons and sparked debate.

What is the John Lewis Christmas ad about?

The John Lewis ad stars Kristin Scott Thomas as a glamorous granny who transforms a room in her townhouse into a "gran cave." It has faced criticism for its portrayal of wealth.

What does 'shredded Santa' mean?

Men's Health magazine coined the term to describe James Norton's muscular physique in the ad, joking that his look makes the traditional mince-pie Santa seem outdated.