Following hot on the heels of the unveiling of its food ad, the fashion-focused campaign launches on social media this morning.

The advert is centred on the ‘must-have’ moments and products for families during the festive season, including partywear, knitwear and sleepwear.

Created by Grey London, the ad will run across TV, digital channels, shoppable Instagram posts and Google Shopping.

The ad will be aired for the first time on TV during Good Morning Britain on ITV.

M&S director of marketing for clothing and home Nathan Ansell said: “For the busy modern family, Christmas is all about quality time together and having some fun – I know it is for mine. And this year we’ve worked incredibly hard to tap into the key moments of the season that matter most to busy mums and dads – from the office party to the evening where you watch the classic Christmas films all together.”

He added: “For the high street there’s no time of year that’s more crucial than Christmas so whether customers are purchasing on the app, on Instagram or in a city centre store we want them to know M&S is the destination for the must-haves that make Christmas.”