Marks & Spencer launched its Christmas ad campaign on YouTube and social media on Monday, and it will air tonight on TV during Coronation Street.

Marks and Spencer advert

The advert draws on children’s stories such as Alice in Wonderland and The Wizard of Oz. It features models Rosie Huntington-Whitely and David Gandy along with Helena Bonham-Carter and uses the tagline ‘Believe in Magic & Sparkle’.

Marks & Spencer executive director of marketing and business development Patrick Bousquet-Chavanne 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.”