[Re:
We'll have to see whether there are any impacts on sales, but with over 36,000 comments on the M&S Instagram apology post and many thousands continuing to condemn the retailer on subsequent posts, it's hard to see how this episode won't be a little damaging for the brand.
The sentiment M&S was going for - relatability and acceptance that Christmas can be full of obligation - is something people want to see. According to polling by Sitecore, only 14 per cent want adverts to portray an 'ideal' Christmas.
Away from the perma-outrage of social media, it's possible the advert will do well over the season. It probably touched a nerve because the past three years have been financially difficult and politically tumultuous. People might be looking to brands to simply offer them a little hope and enjoyment.
(c) 2023 City A.M., source