Pyjamas are the backbone of festive days, a reality that M&S have chosen to highlight in their latest spot, ‘Go Pyjamas’.
Assistant Editor, BITE
M&S Fashion and Home
Whilst not originally planned, the 'Go Pyjamas' advert was created following the great customer and colleague response in consumer testing to 'Go Jumpers'. The advert follows the same simple premise with the whole family having some fun and jumping around in festive pjs.
One of the best parts about Christmas, at least in my opinion, is that it becomes acceptable, or at least tolerated, to spend as much of the day pyjama-clad, horizontal on the sofa, only emerging for the next meal. Pyjamas are the backbone of festive days, a reality that M&S have chosen to highlight in their latest spot, ‘Go Pyjamas’.
The ad was created after the brand’s ‘Go Jumpers’ slot was massively well received by customers and colleagues alike in consumer testing. ‘Go Jumpers’ has had over 40 million impressions and a reach of 10 million on social media while M&S sold one hero blue Fair Isle jumper a minute.
‘Go Jumpers’ introduced us to the ‘shoulder roll’ dance move, perfected by a cast decked out in M&S jumpers dancing to House of Pain’s hip-hop classic Jump Around. The move was actually directed by Jake Nava, famous for creating viral routines such as that for Beyoncé’s Single Ladies. The campaign included flash mobs at London Bridge station and creative spoofs on Twitter.
In ‘Go Pyjamas’ they decided to hero another one of the brand’s most popular categories using the same simple premise of having fun as a family. We see a set of twins eating their breakfast, a group of friends watching TV and a man simply taking out the bins, all of whom are caught up by the music and driven to dance. Jinty the Jumper Hound even features at the end, clad in his very festive and now infamous Christmas jumper.
The ad features 20 types of pyjamas across the 30 second spot from matching family PJs to silky satin numbers, with M&S expecting to sell four million pairs across this festive season. The decision to focus on just one hero area of the business paid off for M&S in their jumpers slot; so the hope is that the formula proves a similar success with pyjamas. All I know is that the ‘shoulder roll’ will become a mainstay in my house this Christmas.