WHAT/WHERE?

Michael Spiers animation Christmas ad 2025

Move over, M&S! Michael Spiers, have today released their first ever Christmas animation for the festive season and it’s a cracker. Inspired by the local luxury jeweller’s long-held values of tradition and family, it follows the touching story of an elderly gent called George who goes in search of the perfect Christmas gift for his wife, Florence. It’s storybook in style and evokes life’s special moments.

THE LOWDOWN

The campaign has been five months in the making, dreamt up first by Michael Spiers’ talented marketing team who wanted to evoke the quality and timeless appeal of Christmas favourites, like It’s a Wonderful Life and The Snowman. At one point, the team, including Jonathan Cull, Anna Lewoniewska and Kate James even dashed out to find inspo in the children’s picture books in their local Plymouth Waterstones.

Once MD Adam Spiers had given it the thumbs up, the storyboards were brought to life by animation team, Pushed. The Plymouth team are known for their work on ITV programmes, such as Gary Barlow’s Wine Tour and Rick Stein shows, and were chosen by Michael Spiers as just like Muddy they love to support local businesses.

We think the ad is a triumph (love that cute snowy cottage à la The Holiday!) and we’ll definitely be putting it under the OH’s nose. About time he took the hint that fastening some gorgeous bling around your fabulous wife’s neck is de rigeur – this Christmas and ad infinitum, amen!

In a surprise twist, the new campaign is not just for Christmas. It’s the first of nine ads, which will follow more special occasions in George and Florence’s life over the next five years. Look out for the next one, airing early in 2026.

WATCH THE TRAILER

You can catch it on Amazon Prime in the South West and at Plymouth’s Everyman Cinema, where it’s on screen from today’s launch until 31 December. It’s also playing in all four Michael Spiers showrooms across the South West, including Exeter, Plymouth, Truro and Taunton.

Michael Spiers 1 High Street, Taunton TA1 3PG, 22–23 Cathedral Yard, Exeter EX1 1HB; 2 Cornwall Street, Plymouth PL1 1LP; 82 – 83 Lemon Street, Truro, TR1 2QA.

The luxury West Country jeweller starring on the Christmas ad scene

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