M&S launches Christmas ad campaign online

Marks & Spencer has unveiled its Christmas ad on social media before it launches on TV for the first time as it continues its digital-first marketing approach.

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.

Recommended

Online measurement

Deadlock broken in ad misplacement talks

Ronan Shields

Trade bodies representing brands and online advertisers are edging closer to resolving earlier disagreements on self-regulation in the automated trading sector, in a move designed to assure marketers their brands won’t be placed beside inappropriate content. 

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now