Marks & Spencer will kick off its Christmas ad campaign tomorrow (Wednesday), with the airing of its clothing ad and the launch of a campaign site.
Comedian Peter Kay has joined the line-up of M&S models, which include presenter Dannii Minogue, model Twiggy, and former footballer Jamie Redknapp, for a dance-themed clothing ad.
Viewers will see Dannii Minogue and presenter Lisa Snowden in 1920s style flapper dresses and Twiggy and Peter Kay dancing dressed in slick tuxedos. The final scene sees the whole cast together surrounded by over 50 dancing Santas.
The campaign, which carries the strapline “Don’t put a foot wrong this Christmas”, launches on November 3 with the first airing of the clothing ad on ITV1 in the ad break during Emmerdale. The microsite will also be launched tomorrow (Wednesday).
The campaign site offers information on organising Christmas celebrations, such as sending gifts to family abroad and details of the final days to order online in time for arrival before Christmas.
M&S Food Christmas ads have already been launched, featuring actress Caroline Quentin. Two Christmas-themed ads will be supported by promotional executions throughout November and December.
M&S TV, the retailer’s own online TV channel, will feature four dedicated Christmas videos fronted by Myleene Klass. M&S TV will also show the new Christmas TV ads and a behind-the-scenes video from the set of the M&S Christmas clothing ad.
Steve Sharp, Marks & Spencer executive director for marketing, said: “This is one of the best Christmas campaigns we’ve ever put together. It is very glamorous and lots of fun, truly capturing the spirit of the Christmas party season. I think our customers will really enjoy it.
“This is also the most integrated campaign we’ve ever put together. There’s a seamless transition from TV to online and we have a strong presence across all media, from mainstream TV right through to social media.”