So why is M&S not unwrapping Aimee Lou Wood as the star of its TV Christmas ad, as White Lotus actress is dropped?

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She’s the quintessentially British actress who was catapulted to global fame in The White Lotus.

Aimee Lou Wood‘s rising popularity caught the attention of Marks and Spencer executives, who then asked her to be the face of their Christmas commercial.

They were very excited to sign her at first, and in August, even though it was hot, she wore winter clothes for a cheerful photoshoot in Hatfield, Hertfordshire.

According to sources within the company, executives at the retailer were celebrating a key hire, believing they had successfully recruited a better candidate than competitors like John Lewis, Waitrose, and Sainsbury’s.

According to those familiar with the decision, the company’s leaders were particularly drawn to Ms. Wood because of her noticeable gap between her front teeth.

The Daily Mail has learned that Ms. Wood, 31, is no longer working with Marks. The company decided to change its advertising strategy, opting for a series of short social media videos instead of featuring her prominently.

The retailer plans to shift its advertising strategy from a single, traditional TV commercial to campaigns that highlight specific products.

A Marks and Spencer representative said they were very pleased with Aimee Lou Wood’s contributions to the beginning of their Christmas campaign this year, praising her energy and creative ideas.

‘As the campaign evolved, we started to embed a new product-focused strategy under new leadership.

Instead of focusing on one main figure, the advertising campaign was redesigned to feature a collection of cheerful videos and content from social media influencers. This content was released at key times during the holiday shopping season – highlighting things like gift-giving, hosting gatherings, and party outfits – and shared across all platforms, including social media, websites, billboards, and print media.

The Mail reported earlier this year that Ms. Wood was offered a significant amount of money to appear in the advertisement. Now, sources close to the situation say her decision not to participate is puzzling.

People working on the commercial say the whole project was kept strictly confidential, and they’re surprised by the decision to remove her from it.

Someone involved with the advertisement questioned the sudden shift in strategy, asking why they would remove a well-known actor from the campaign.

Emma Wood, the actress from Stockport who became known for her role in the Netflix series Sex Education, recently agreed to be the face of a new advertisement. She previously played Chelsea in the third season of the Sky Atlantic drama last year.

After the show aired, a lot of viewers became captivated by a story about a possible disagreement between her and her White Lotus co-star, Walton Goggins.

Speculation about a disagreement between the actress and David Goggins, who played her love interest Rick, started when fans realized he had stopped following her on Instagram. The planned TV commercial for this year was intended to be more elaborate than last year’s, which featured British comedian Dawn French both as the M&S Christmas fairy and herself.

This year Ms French is the face of its food adverts.

In 2023, Marks and Spencer featured Hannah Waddingham, Sophie Ellis-Bextor, and Zawe Ashton in their campaigns. Previously, celebrities like Holly Willoughby and David Gandy have also worked with the brand. Representatives for Lou Wood were contacted for a statement.

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2025-11-07 04:06