The ad revives M&S’s ‘Magic & Sparkle’ theme and makes a return to using celebrities after last year’s decision to focus on the “products as the stars”. Models Rosie Huntington-Whitely and David Gandy and actress Helen Bonham-Carter feature this year.

Using settings from fairy tales including Alice in Wonderland and Red Riding Hood, the ad moves from a fantastical feast featuring M&S’s food to a magic carpet ride that highlights lingerie and finally to a yellow brick road that shows off the retailer’s clothing and footwear.

The campaign marks the first time M&S has used one creative for both its food and general merchandise. The full-length ad will run tomorrow (6 November) and on Sunday (10 November) on TV.

The ad was created by creative agency RKCR/Y&R.