Marks & Spencer is to launch its first dedicated kidswear TV ad as part of a multimedia campaign including a tie-up with ITV and Britain’s Got Talent.

The ad will break on ITV1 this Saturday, April 23, and there will be an online competition to find four children to front the next Marks & Spencer kidswear campaign. It will be judged by photographer Rankin, who also shot images for press and in-store advertising.

Using the strapline “Do your thing”, Marks & Spencer said the campaign will celebrate children’s diversity and hobbies. Parents are being encouraged to upload short videos which demonstrate their children’s talents to a joint Marks & Spencer-ITV microsite.

The partnership with ITV will allow Marks & Spencer to take over the broadcaster’s home page and give it a presence on the official Britain’s Got Talent website.

Marks & Spencer director of kidswear Karl Doyle said: “We’re really excited to be working with ITV and Rankin in what is a totally original and unique campaign.

“This is part of a wider strategy to grow our kidswear business and take on those that are ahead of us in terms of market share.

“We are very strong in schoolwear, nightwear and essentials and can see very exciting opportunities in the more fashion-led categories.

“This campaign lifts the lid on the on-trend, high fashion kidswear ranges available at M&S and puts us front of mind with parents.”

ITV commercial and online managing director Fru Hazlitt said: “We are incredibly excited to be working with M&S on what is a truly integrated partnership.”

The wider deal was brokered by Walker Media.