Marks & Spencer has revealed its Christmas ad, which is designed to give meaning to its ‘Magic & Sparkle’ seasonal strapline.
The retailer has eschewed celebrities and created a campaign, including a big social media push, to make concrete the spirit of Christmas.
As well as highlighting its festive lines the campaign promotes random acts of kindness in a bid to bring magic and sparkle to people’s lives.
The ad features two fairies who fly the skies spreading kindness and cheer.
An @TheTwoFairies Twitter account, to which the connection with M&S was kept secret, has been active over the last week undertaking “random acts of kindness” such as providing treats for hospital nightshift staff.
It has already won 14,400 followers and M&S hopes the social media and ad campaign will encourage people to perform random acts of kindness themselves.
M&S marketing and international director Patrick Bousquet-Chavanne said that this Christmas consumers are keen to disconnect from a slew of bad news around the world and focus on what matters to them, such as their families.
He said: “The magic of Christmas is how it brings out that little part in all of us that wants to believe in the extraordinary.
“It’s a moment to escape the realities of every day and give in to the joyfulness of the festive spirit.
“We wanted to capture that feeling and bring magic and sparkle to life in a fun and light-hearted way that spreads a little cheer.”
M&S’s ad has gone live on social media today and will be broadcast on ITV1 tomorrow night during the X Factor.
There are a number of variants of the ad, including a food-focused version.
The ad was shot by agency Rainey Campbell Roalfe/Y&R.