"It's perfect": James Norton steals the show as a topless Santa in the M&S Christmas advert

James Norton has caused quite a stir after stripping off to play a rather unconventional Father Christmas in the new Marks & Spencer festive advert.

The Happy Valley star shows off his toned physique as a clean-shaven Santa Claus in the retailer's 2026 Christmas campaign, which also features Amandaland actress Lucy Punch as Mrs Claus.

And it seems the actor's transformation has already won over viewers.

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Taking to Instagram after the advert dropped, The Traitors star Libby declared: "It's perfect."

The three-minute advert sees Santa encouraged by his wife to ditch his trademark beard and go undercover to discover what Christmas is really like for everyone else.

"I wonder, my love, have you ever thought about losing the beard? They say it takes years off?" Mrs Claus asks.

"No! It's my thing!" he protests, before eventually taking the plunge and revealing a rather different look.

Sporting nothing but a skimpy towel during his transformation, Norton gives viewers an unexpected glimpse of his physique before heading off on his festive adventure.

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Leaving the North Pole behind, Santa experiences everything from getting dressed up for Christmas parties to gathering around the table for festive food, exchanging presents and decorating the home.

Along the way, he discovers that the real magic of Christmas isn't necessarily found at the North Pole, but in the moments shared with loved ones.

The advert also features a special appearance from Katherine Jenkins, who performs a reimagined version of Belinda Carlisle's 'Heaven Is a Place on Earth'.

Speaking about his festive role, Norton said: "It's not every day you get asked to play Santa, let alone a Santa who immediately shaves off his beard!"

He continued: "I loved that this story takes such an iconic character and lets us see him differently.

"He gets to experience Christmas like the rest of us, discovering that the real magic is in the food, traditions and moments we share with the people we love."

The actor added: "It's warm, funny and full of Christmas spirit, and I'm very happy to have been briefly trusted with the red suit."

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