Marks & Spencer has won the Christmas advert war thanks to shirtless James Norton

James Norton stars as an incognito Santa, alongside Lucy Punch as Mrs Claus (Credits: Marks & Spencer) Forget toy dogs and Kevin the Carrot, because Marks & Spencer are scoring top points with their 2026 Christmas advert. Despite being the last to release their ad, the British retailer is bringing their A-game and A-listers out this year for some pitch perfect promo. After a hugely successful year full of viral Big Daddy Pistachio chocolate bars and strawberry sandwiches, all thanks to Product Development boss and TikTok icon Kathryn Turner, M&S has pulled it out of the Union Jack adorned bag for this year’s festive campaign. The three-minute ad features a topless Happy Valley star James Norton, 41, as an undercover Santa Claus, alongside his glamorous Mrs Claus, played by Amandaland’s Lucy Punch, 48. All that plus a special appearance and exclusive soundtrack by one of the UK’s most celebrated voices, Katherine Jenkins, who has reimagined Belinda Carlisle’s iconic Heaven Is a Place on Earth. The advert takes Christmas beyond the North Pole and into the home, with a playful twist on one of the season’s most familiar characters. M&S is winning over viewers with a topless James Norton in this year’s Christmas ad (Picture: Marks & Spencer) The campaign takes Christmas beyond the North Pole and into the home (Picture: Marks & Spencer) Is this the best Christmas advert of the year? (Picture: Marks & Spencer) After a little encouragement from Mrs Claus, Santa shaves off his beard while sporting a skimpy towel and goes incognito so he can experience Christmas himself without being recognised. ‘I wonder, my love, have you ever thought about losing the beard? They say it takes years off?’, asks Mrs Claus. ‘No! It’s my thing!’ he protests, before taking the plunge and transforming into a clean-shaven hunk. Santa leaves the North Pole behind and heads out into the world to experience Christmas from a different perspective. His Christmas adventure takes him through the moments that make the season special: getting dressed up, gathering around a table of M&S picky bits, choosing gifts people will love and transforming the home. Along the way, Santa discovers that Christmas magic doesn’t just come from the North Pole; it’s created in homes. Lucy Punch says the advert was ‘an absolute joy to become part of’ (Picture: Marks & Spencer) Katherine Jenkins reimagines the iconic Heaven Is a Place on Earth as the soundtrack to the season (Picture: Marks & Spencer) Clearly chuffed with his new festive role, Norton said of the ad: ‘It’s not every day you get asked to play Santa, let alone a Santa who immediately shaves off his beard! ‘M&S has been such a familiar part of Christmas for as long as I can remember, so getting to be part of its Christmas campaign feels really special. ‘I loved that this story takes such an iconic character and lets us see him differently. He gets to experience Christmas like the rest of us, discovering that the real magic is in the food, traditions and moments we share with the people we love. ‘It’s warm, funny and full of Christmas spirit, and I’m very happy to have been briefly trusted with the red suit.’ Deals of the Day The Orlando holiday deal Disney fans shouldn't miss We're adding this discounted NEOM gift set straight to basket Want an LED face mask for less? This Black Friday deal could save you hundreds This teeth whitening sale could save you up to 64% before Black Friday QVC shoppers can save £159 on Elemis' biggest beauty gift set of the year M&S is bringing Food, Fashion, Home and Beauty together under one campaign for the first time since 2017. Arrow MORE: Some people already have their Christmas decorations up — others say they ‘kill the vibe’ Arrow MORE: Winter’s biggest trends have landed at the supermarket and prices start at £16 Arrow MORE: M&S Café launches ‘unreal’ Christmas menu fans say they ‘need to try’ TV Newsletter Sign up and tell us which TV shows you love to watch to get personalised updates every morning.