Starring one of the best-loved characters in children’s literature, the 90 second advert sees Paddington Bear – in true Paddington style – accidentally foil a Christmas Eve burgling spree.
The marmalade-loving bear mistakes a burglar, dressed in red, for the big man himself on the roof of his home, famously in Windsor Gardens, with a sack full of gifts.
And whilst this might sound like a recipe for festive disaster, the ending will have you sniffling into your family size tub of Quality Street.
The advert opens on a scene with Paddington – voiced by Ben Wishaw – waking up from a dream about marmalade after he hears a noise on the roof.
Popping his head out the window he spies a portly man dressed in red, and the duffel coat-wearing bear mistakes him for Father Christmas, with his sackful of gifts that he’s just stolen from Paddington’s neighbours.
Always eager to help, Paddington offers to deliver the presents with the fake Father Christmas, despite protests that he isn’t.
Soon, as he sees the faces of children opening the gifts they almost didn’t have, he sees the error of his ways.
The final scene shows Paddington offering the fake Father Christmas his marmalade sandwich from under his iconic red hat, and it brings a tear to the burglar’s eye.
This is a very different advert for M&S, who normally showcase their amazing food and gift range each year.
But the ad has gone down a storm on Twitter, after the brand shared a trailer, with many heaping praise on the famous high street store.
‘It was worth bearing with you! Love it and love that you are donating to #NSPCC #Childline #lovethebear,’ said one fan, while this user used the ad for gift inspiration: ‘Absolutely love this well done Sparks! Just ordered the cute superhero dress as well :)’.
One follower simply wrote: ‘Made me smile this morning. Feeling very festive now’.
‘Thanks for creating a wonderful nostalgic memory. Paddington Bear is the best!’ wrote another.
What do you think? Is this the best Christmas advert of 2017 so far? Let us know in the comments box below.