Lorraine Kelly is set to debut in her first TV ad today for JD Williams as chief executive of owner N Brown Angela Spindler revamps the mature brand.

The advert is set in a café where a woman acts on her spontaneous urge to dance with Kelly joining in.

Spindler said the ad, which is part of a multi-million campaign, highlights the shift JD Williams has made in price, product and presentation in autumn 2014.

She said: “The aim was to convey how the JD Williams’ brand can ‘put the fun back into shopping and fashion’ with the strapline: looking good has never felt so good – based around the JD Williams guarantee of clothes that fit and flatter the mature figure.”

JD Williams launches new TV advert with Lorraine Kelly