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Marks & Spencer previews its 2013 Christmas campaign

30th October 2013 Print

Marks & Spencer (M&S) has announced a sneak preview of its widely anticipated Christmas TV campaign – ahead of its customer premier on the M&S website and social channels on Monday 4th November.

Starring a stellar British cast of Rosie Huntington-Whitely, David Gandy and Helena Bonham-Carter, this year’s ad takes viewers on a spectacular, Christmassy, visual journey inspired by some of our most loved fairy tales.
From Alice in Wonderland to The Wizard of Oz, the campaign revives the famous M&S ‘Magic & Sparkle’ catchphrase, encouraging customers to ‘Believe in Magic & Sparkle’ as it takes them through an array of wondrous settings that highlight the wide range of festive products available this season.

Patrick Bousquet-Chavanne, Executive Director of Marketing & Business Development at M&S, said: “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.  Working with our all British cast, director Johan Renck has created a modern epic where fashion meets fantasy - bringing to life much loved fairy tales with more than a sprinkle of high glamour”.

Set to an enchanting orchestral soundtrack, the ad is shot in a filmic style.  Rosie Huntington-Whitely takes the lead role, which sees her transition from reality into a land of favourite fairy tales. Opening on a city street, a cheeky little dog dashes across the screen with Rosie in hot pursuit. Taking inspiration from Alice in Wonderland, she tumbles from the real world and lands in a snow dusted enchanted forest, seated at a fantastical feast. David Gandy assumes the role of Mad Hatter as he hosts Rosie and other characters at a table filled with beautiful M&S products – tempting guests to ‘drink me’, ‘eat me’ and ‘love me’.

Dressed in a stylish red coat, Rosie moves into a Red Riding Hood scene set inside ‘Grandma’s House’ packed with twinkling lights, talking portraits and giant over-sized presents. Stepping onto a rug, Rosie is whisked onto a magic carpet ride across the London skyline – accompanied by David. The Arabian Nights inspired setting provides the perfect backdrop for Rosie to model her stunning, silk Rosie for Autograph lingerie and sleepwear range. 

From her carpet ride, Rosie lands on the yellow brick road. As she dusts herself down, she is joined by a very stylish scarecrow in the form of David Gandy. Channelling Dorothy, Rosie dons a pair of striking red high heels to make her way towards the city. It’s here that Helena Bonham-Carter makes a special guest appearance as a style savvy Wizard – who immediately spots Rosie’s shoes. On clicking her heels Rosie returns to her snowy reality. Now in the real world, Helena emerges holding Rosie’s beloved dog and returns him safely to his delighted owner.

The campaign teaser will be live from Wednesday 30th October, before the full two minute version is available on the M&S YouTube and social channels on Monday 4th November. The ad will air on TV for the first time during the Coronation Street ad break on Wednesday 6th November.

The ad was shot by London-based agency Rainey Kelly Campbell Roalfe/Y&R and was directed by Johan Renck – who has directed numerous music videos including working with Madonna, and campaigns for major designer fashion houses.

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