M&S eyes X-Factor Christmas ads

Marks & Spencer is expected to feature this year’s X-Factor finalists in its Christmas ad campaign, building on its deal to be the fashion partner of Simon Cowell’s talent show.


The tie-ups are part of M&S’s strategy to appeal to a younger audience as it looks to update its brands and boost performance.

M&S’s Christmas ad campaign is expected to see the X-Factor stars wearing its fashion ranges and will air during the show’s breaks in the run up to Christmas.

The finalists are also expected to record a version of “When you wish upon a star” for the festive ad.

This weekend saw judges, Gary Barlow, Kelly Rowland, Louis Walsh and Tulisa, joined by celebrities including Robbie Williams, Jessie J and Sinnita, each pick four finalists to go through to the live finals starting next week.

The ads will be the latest to feature celebrities. Hollywood actor Ryan Reynolds and Rosie Huntingdon Whiteley recently starred in the advertising for its relaunched Autograph brand, as part of CEO Marc Bolland’s strategy overhaul.

An M&S Spokesman said the retail chain never comments on future advertising campaigns.

M&S’s advertising is handled by Rainey Kelly Campbell Roalfe/Y&R.

Click through to Rainey Kelly Campbell Roalfe/Y&R’s Pitch profile to see some of the work the WP owned agency has done with M&S so far this year.

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