Matalan has launched its 2024 Christmas campaign, designed to celebrate its customers as everyday family heroes.

Created by the creative agency McCann Manchester, the brand’s festive advert highlights the reality of familiar family moments and aligns with Matalan’s recently introduced ‘We get it, we’ve got you’ brand platform.

The 30-second commercial premiered during ITV’s Emmerdale and Channel 4’s Married at First Sight (MAFS).

The campaign will run throughout December across ITV, Channel 4, Sky, and digital TV channels.

“We’re obsessed with Christmas in our house. As Diane Morgan puts it, ‘It’s the most wonderful time of year… Right?’” said Imogen Tazzyman, executive creative director at McCann Manchester. “But as most families know, it can feel like a bit of a mission. Capturing those two sides of the same (chocolate) coin was so important to us – and we’re thrilled with the result. All the gorgeous festive chaos, wrapped up in a shiny bow. After all, glitter is for life, not just for Christmas.”

Matalan’s director of marketing, Charlotte Dewhurst, added: “Grab the popcorn, our Christmas TV ad for 2024 is here! I think we can all relate to the Mellings, where the reality of getting everyone picture perfect for Christmas includes the parts that don’t make it to Instagram! But at Matalan, we get it and we’ve got our customers during this fun but hectic season.

“Finally, we couldn’t miss the chance to give Mat & Alan (our two social media star colleagues who went viral this summer) their own cameo – see if you can spot them?”