The beloved Fairy from M&S has fluttered back onto our TV screens for the retailer’s 2025 Christmas food campaign, bringing a touch of sparkle to an unexpected festive scenario.
This year’s advertisement sees the animated character team up once again with Dawn French to transform what could be the most frustrating part of Christmas – being stuck in traffic on Christmas Eve – into something rather special.
The story starts with Ms French sitting in her red Mini, caught in the inevitable holiday gridlock. But when Fairy appears with her trusty wand, she works her magic on an M&S food lorry ahead, turning its interior into a dazzling Christmas celebration.
The advert, which promises to be M&S Food’s “most magical” yet, captures that familiar Christmas Eve scene – endless brake lights stretching ahead as everyone tries to get home for the holidays.
Ms French finds herself stuck in this festive traffic nightmare when her animated companion makes an appearance.
With a simple wave of her wand, Fairy transforms the M&S delivery vehicle into a “glittering Christmas party on wheels”, complete with an “irresistible” festive feast courtesy of the supermarket.
The whole traffic jam comes alive to the sound of Chris Rea’s ‘Driving Home for Christmas’, a quintessential holiday journey anthem that perfectly captures the mood of the season.
The feast on display includes some seriously “tempting treats”, including Tom Kerridge’s Pork and Mushroom Pâté, created by the award-winning chef himself, and Handmade Paella Bites topped with black tiger prawns and smoky tomato sauce.
M&S Food Christmas advert: Expect ‘laughter, light, and lashings of festive cheer’
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M&S
One particularly playful creation is the Crispy Fish, Chip and Pea Bites, a clever twist on the British classic that comes hand-battered with a pea and mint crush.
The celebrity chef makes a “surprise” appearance in the advert too, marking his first on-screen Christmas debut for M&S Food.
Stuck in the traffic jam, he surveys the M&S delivery vehicle turned festive shindig and jokes: “The world’s gone mad.”
Ultimately, Fairy saves the day once again, “delivering laughter, light, and lashings of festive cheer”.
The Christmas advert showcases the retailer’s ‘irresistible’ seasonal snacks
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M&S
Dawn French shared her excitement about the campaign, saying: “Nothing kicks off the festive season more than the drive home for Christmas.
“This year, my chum Fairy is waving her wand to deliver festive joy to the usual grid-locked Christmas traffic jam, as we feast on the must-have party food of the season, from Tom Kerridge’s Pork & Mushroom Pâté to Fish, Chip & Pea Bites with chips IN the salt and vinegar batter. I know! Yum yum in my sizeable tum.”
Chris Rea expressed his delight about his song’s enduring appeal: “It’s a wonderful thing to see Driving Home for Christmas still connecting with people all these years later.
“I first wrote it back in the mid-80s about the simple joy of getting back to the people you love, and that spirit fits perfectly with Christmas and with what Marks & Spencer does so well.”
As for the retailer’s festive fashion, home, and beauty campaigns, M&S has torn up its traditional Christmas playbook.
This year, the high-street favourite will swap its usual single blockbuster advert for a series of mini films set to drop throughout the festive season.
Admitting to thinking too “holistically” in Christmases past, this fresh approach mirrors how M&S customers “really” shop in the run-up to December 25.
Content will focus on three key areas: finding the perfect gifts, getting ready to host parties, and choosing winter outfits.