M&S Brings Back Magical Theme to their 2013 Christmas Advertising

For their Christmas campaign this year, Marks & Spencer has opted to revive its "Magic & Sparkle" strapline that was first used in 2001, as well as choosing to once again use celebrities in their festive season ad.

Executive Director of Marketing and Business development at M&S, Patrick Bousquet-Chavanne, commented: "With this year's ad we wanted to recapture the magical essence of Christmas that our customers tell us is synonymous with M&S. Magic & Sparkle is an extraordinary franchise, which has always been a firm favourite with customers."

M&S aims to capture the "magical essence" of Christmas. They will be using fantasy settings from popular fairy tales, such as Alice in Wonderland and Red Riding Hood. The ad moves from a glorious feast highlighting M&S food, to a magic carpet ride that showcases their lingerie lines, and then finally to a yellow brick road that features clothing and footwear.

In a shift of direction from last year's Christmas ad which saw M&S focussing on the "products as the stars", the retailer will also be bringing back celebrity ambassadors - they have chosen models Rosie Huntington-Whitely and David Gandy plus actress Helena Bonham-Carter.

The "Believe in Magic & Sparkle" campaign, created by Rainey Kelly Campbell Roalfe/Y&R, launches online on Monday 4 November and makes its TV debut on 6 November.

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