Its Christmas adverts usually feature a star-studded cast of actors or famous singers showing off its range of clothes and food.
But this year, M&S has gone for a very different approach with its festive advert, which is instead a John Lewis-style animated tearjerker that stars one of the best loved characters in children’s literature.
The 90-second advert sees Paddington Bear accidentally stumble across a burglar who he mistakes for Father Christmas on the roof of his home, famously in Windsor Gardens.
And the ending will have you reaching for the tissues.
The M&S Christmas advert this year stars Paddington Bear, who unwittingly stops a burglar from stealing presents from his neighbours in Windsor Gardens
The advert by Grey London begins with Paddington – voiced by Ben Wishaw, who reprises his role as the duffle coat-wearing bear – waking up from a dream about marmalade after he hears a burglar on the roof on Christmas Eve.
As the portly burglar is dressed all in red, cuddly Paddington mistakenly believes he’s Father Christmas, especially as he has a sack full of presents he’s just stolen from the Brown family’s neighbours.
Always eager to help, the adorable Paddington offers to deliver the presents with the fake Father Christmas, despite protestations that he isn’t Santa.
Naturally, the burglar eventually sees the error of his ways as the bear from deepest, darkest Peru shows the thief how excited the family are as they open their presents.
Paddington sweetly ‘helps’ a burglar who he believes is Father Christmas deliver presents to his neighbours
The advert starts by Paddington waking up to the sound of a burglar on the roof of the Brown family’s house and accidentally knocking him on the head when he opens a window
In one last act of kindness, Paddington offers ‘Santa’ his marmalade sandwich which he always keeps safe under his iconic red hat. It brings a tear to the eye of the burglar – and no doubt will to audiences at home.
M&S has been teasing snippets of the advert for a few days on its social media pages, with many customers guessing that Paddington Bear will be the star.
Most are excited to see their favourite children’s character on the small screen – but some may be more cynical at the partnership between M&S and the Paddington brand as it coincides with the release of Paddington 2 in cinemas on Friday.
The campaign is a very different approach for M&S, which usually shows off its full Christmas range of clothes, food and gifts in its festive adverts.
Paddington is in bed dreaming of marmalade when he hears a sound on the roof in the M&S Christmas advert
Most customers on Facebook who already guessed that Paddington Bear will be the star of the festive campaign said they were excited to see their favourite character on the small screen
In last year’s M&S festive advert, British actress Janet McTeer starred as Mrs Claus who delivered presents instead of her husband in a very glamorous red dress.
But this year, the supermarket has taken notes from John Lewis, which has had several festive adverts featuring cute animated animals.
The M&S advert will air online and on TV on Tuesday, and will coincide with the launch of an entire Paddington Bear range in stores.
It will also air before every screening of Paddington 2, which hits cinemas from Friday.
M&S is also releasing a book containing the story of Paddington and the Christmas Visitor, which will be in stores and online for £3. All profits will be donated to the NSPCC.
Rob Weston, brand and marketing director at M&S said: ‘Paddington injects the sense of joy, love and neighbourly spirit that makes Christmas feel magical and our story reflects the inclusive, make the most of every moment approach that we take to our customer conversations.’