Paddington does not get sworn at in Christmas ad for M&S, says watchdog

It’s official: Marks & Spencer’s Christmas ad does not feature Paddington bear being sworn at, according to the UK advertising watchdog.

M&S’s festive campaign features the accident-prone Paddington mistaking a bearded burglar for Santa Claus. The lovable bear ends up helping the criminal, played by the actor Mark Benton, return presents he stole and gives him a marmalade sandwich in a final gesture of generous Christmas spirit.

The ad caused a furore on social media with many viewers believing that during a final parting hug the burglar makes the very un-family friendly comment: “Fuck you, little bear.” M&S has been forced to defend the ad, with a spokesman saying it is “clear” that the words are “thank you, little bear”.

The Advertising Standards Authority (ASA), which enforces the rules governing acceptable advertising, has been assessing a number of complaints that the ad features an expletive. It has determined that it is all down to a case of viewers mishearing the ad.

“Whilst we appreciated that some viewers may have misinterpreted this, the ad did not contain a swearword and therefore did not break the rules,” said a spokesman for the ASA, which will not now move to formally investigate the TV ad.

TV newsreader Angela Rippon also appears in the advert, with Paddington played by Ben Whishaw, the actor who voices him in the current film.

Leo Rayman, the chief executive of Grey London, which made the M&S ad, said it would never try to sneak a swear word into a family-focused Christmas campaign.

“Who would think we would allow a small, loveable little bear to be sworn at,” said Rayman. “It is for celebrating family generosity and Christmas spirit. It is supposed to be a moment of kindness. Of course we wouldn’t put a swear word in a Christmas TV ad. It is funny how some people react to Christmas advertising.”