Featuring the strapline – The Greatest Hits this Christmas – the campaign takes inspiration from the popular Christmas compilation album format, using a selection of floor filling tracks to showcase M&S' most loved ranges – from its cosy knitwear to stylish party outfits.
The soundtrack is always a hotly anticipated feature of the M&S campaign and this year customers will be treated to not one, but five fantastic tunes, including a never been released Rod Stewart cover of the Christmas classic, Have Yourself a Merry Little Christmas.
The upbeat ad retains the choreographed style of M&S' Autumn/Winter campaign and has the feel of a music video as it moves through five product scenes, each accompanied by its own signature track. The products are showcased using a representative range of models of different shapes, sizes and ages; helping inspire customers as to how they can wear the Christmas season's latest looks.
Steve Sharp, Executive Director of Marketing at M&S, said: “Customers have been the driving force behind this campaign and we've been in constant dialogue to give them more of what they want to see from M&S: more products, more diversity and an injection of style and fun. Music is a really emotive part of Christmas and our compilation track format means there's something for everyone – from song choices to wearable styles.”
Opening with a traditional winter scene, a group of women are seen wrapped up in colourful, chunky knitwear playing in the snow to Rod Stewart's track. It swiftly moves into highly stylised office scene, as a range of models strut their stuff in pencil skirts and high heels, to the sound of Jean Knight's Mr Big Stuff.
The party gets going, with the introduction of INXS cult classic I Need You Tonight – as the girls take to the dance floor in their glamorous evening attire, with chic shift dresses and floral print suits making a statement. After a night on the tiles, it's off to bed, with a sleepwear scene set to the unmistakable sounds of Lady Marmalade.
The final scene bursts into life, as kids take centre stage to Kool & the Gang's Celebration. Wearing M&S' selection of fun and playful knitwear the kids show off their funky dance moves.
The ad will air for the first time during the Coronation Street ad break on Wednesday 7th November on ITV 1. However, M&S fans can receive a sneak preview by visiting the retailer's website from early Wednesday morning.
The 50” ad was shot by London-based agency Rainey Kelly Campbell Roalfe/Y&R and directed by renowned pop video director, Jake Nava. Nava is credited with Beyonce's S
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