Mystery behind the axing of Aimee Lou Wood’s M&S Christmas campaign deepens as it’s revealed TV ad cost ‘eye-watering amount’ to make

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As a huge fan of Aimee Lou Wood, I was so surprised to hear she was cut from the new Marks and Spencer ad, and now it’s even more baffling! Apparently, the advert itself was incredibly expensive to produce – we’re talking a seriously huge budget. It just makes the whole situation even more mysterious and I’m desperate to know what happened!

Let me tell you, creating compelling content isn’t cheap! I’m hearing the recent shoot we did in Hertfordshire last August cost well over £300,000. And, of course, bringing someone as talented as the star of The White Lotus onboard meant a significant investment – a lovely six-figure fee, but absolutely worth it for the impact she brings.

Despite Marks & Spencer leaders claiming they shifted their approach after a new executive joined on September 1st, the advertisement had already been fully edited and prepared for broadcast.

Reports suggest a possible disagreement between the store and Ms. Wood, who has become a global star thanks to her unique smile.

Someone commented that there was a lot of excitement at Marks and Spencer after they signed Aimee, describing her as a true example of British achievement.

Despite completing all the work, including edits, and spending a significant amount of money, the entire project was halted because one person changed their decision.

People are saying the two sides had a falling out. It’s disappointing, especially since the ad campaign was so well done.

Thirty-one-year-old Ms. Wood shot the advertising campaign on a street in Hatfield, Hertfordshire. Despite the hot summer weather, the scene was made to look snowy, and the store chain was very excited to have her on board.

They believed featuring her in their advertising would perform better than the campaigns from competitors like John Lewis, Sainsbury’s, and Aldi.

The retailer told the Daily Mail on Thursday that they’re shifting away from typical TV commercials and aiming for a campaign that highlights their products more directly.

A representative shared that they were delighted with Aimee Lou Wood’s contributions to the initial phases of this year’s Christmas campaign, praising her energy and creative input.

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

Instead of focusing on one main advertisement, the campaign was redesigned to feature a collection of cheerful videos and content from social media influencers. This content was released at important times during the holiday shopping season—covering themes like gift-giving, hosting gatherings, and party outfits—and was shared primarily through social media, as well as on websites, billboards, and in print.

Ms Wood has not responded to opportunities to comment.

This year’s M&S Christmas advert is more extravagant than last year’s, which featured Dawn French as the Christmas fairy. This time, Ms. French appears both as the fairy and as herself, and she’s also the face of their food advertising campaign.

In 2023, Marks and Spencer featured Hannah Waddingham, Sophie Ellis-Bextor, and Zawe Ashton in their advertising. Previously, celebrities like Holly Willoughby and David Gandy have also represented the brand.

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2025-11-09 14:20