Marks & Spencer has returned to its ‘M&S girls’ for the latest ad campaign, after a much discussed change in direction last year.

Here Comes The Sun

It dropped the celebrities in July last year - including Mylene Klass and Dannii Minogue - in favour of a more fashion-led image with model of the moment Rosie Huntington-Whiteley.

But this summer’s ad veers back to a cosier theme, perhaps recognising that its core middle-aged customers respond better to this kind of comfortable imagery. Twiggy is back, as are Lisa Snowdon and Gary Barlow, who sings a cover of George Harrison’s Here Comes the Sun. But they take a bit of a back seat in comparison to past adverts, and there is more of a focus on children and childrenswear - a category that has continued to perform well throughout the downturn.

The full ad is a minute and a half long, and paints an idyllic scene of an English summer. It cleverly weaves in references to the Queen’s Jubilee and the Olympics with use of Union Jack face paints and flags without overtly mentioning the events themselves. It helps the retailer play a role in drumming up anticipation without getting in trouble with Olympics bosses, who only allow sponsors to use the logo or mention the event in marketing material.

The ad paints a nostalgic picture that is less cheesy than previous M&S offerings, showcasing the products in a more subtle way but in a manner that shoehorns plenty of them into 90 seconds.