Marks & Spencer edits Christmas ad following backlash

Marks & Spencer has edited its Christmas 2023 advert after facing backlash on social media. 

The retailer has removed the scene where Sophie Ellis-Baxtor burns a pile of Christmas cards after it was accused of being insensitive of the current Israel-Hamas conflict.

The advert, which was filmed in August and launched at the beginning of November, features a star-studded line-up including singer Sophie Ellis-Bextor, actresses Zawe Ashton and Hannah Waddingham, and TV star Tan France.

It invites viewers to embrace the things they love about Christmas and skip the chores that they don’t. Featuring a series of humorous scenes, each of the cast can be seen facing an amusing dilemma in a relatable reference to the pressures we often encounter in the run-up to Christmas.

As part of this, Ellis-Baxtor was seen torching a pile of Christmas cards alongside a close-up of flames in her eyes, which were outlined with blue eyeliner.

The retailer faced backlash on social media with users likening the colour of her eyeliner to the Israeli flag and the burning cards to the Palestinian flag - accusing M&S of supporting Israel in the current conflict.

A spokesperson from M&S told TheIndustry.beauty: “Like with all of our Christmas campaigns, we have a series of different edits for TV and social that will play out until the Big Day – all featuring our fabulous line-up of talent, stylish clothing and plenty of Christmas magic."

Still available on Instagram, the original advert has been removed from YouTube and replaced with a shortened 60-second clip without the scene.

 

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The backlash came as M&S had to remove an outtake from the advert on social media, which showed festive coloured red, green and silver party hats in a fire.

"While the intent was to playfully show that some people just don't enjoy wearing paper Christmas hats over the festive season, we have removed the post following feedback and we apologise for any unintentional hurt caused," the retailer said in a statement.