M&S Takes New Approach to Christmas Advertising Campaign

In contrast to previous years when M&S used celebrities such as Twiggy, Danni Minogue and Myleene Klass for their Christmas advertising, the retailer has now opted to make "products the stars".

M&S has announced that their autumn winter campaign "has the feel of a music video" and features five music tracks that accompany five product scenes in the mode of a Christmas compilation album.

Their latest advert ranges from a traditional winter scene showcasing their knitwear range to a party scene which features evening wear, then on to that latest sleepwear range and finally a scene to highlight children's clothing.

The 'Greatest Hits This Christmas' campaign was created by Rainey Kelly Campbell Roalfe/Y&R and launched today (7 November).

M&S Executive Director of Marketing, Steve Sharp, commented: "Customers have been the driving force behind this campaign and we've been in constant dialogue to give them more of what they want to see from M&S - more products, more diversity and an injection of style and fun. Music is a really emotive part of Christmas and our compilation track format means there's something for everyone - from song choices to wearable styles."

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