Magazine article Marketing

M&S Uses Stars in 'Something for Everyone' Ad Push: M&S' Latest Campaign Aims to Re-Establish the Store's Credentials and Win Back Customers. (Adwatch)

Magazine article Marketing

M&S Uses Stars in 'Something for Everyone' Ad Push: M&S' Latest Campaign Aims to Re-Establish the Store's Credentials and Win Back Customers. (Adwatch)

Article excerpt

Marks & Spencer's festive ad campaign uses a star-studded cast talking about the meaning of Christmas in a fresh attempt to woo customers back into stores.

Created by Rainey Kelly Campbell Roalfe/Y&R, the 30-second spot enters this week's Adwatch at number seven, with a 62% recall.

The ad, which broke in November, features TV presenter Zoe Ball walking down a snowy street. She proceeds to ask other celebrities to give her a definition of what Christmas means to them in three words.

Responses include Julian Clary's "The Queen's speech", as he raises a glass of M&S bubbly; former foot-baller George Best's "pulling a cracker" as he kisses wife Alex; Honor Blackman's "eating too much", as she tucks into Christmas pudding; and Amanda Donohoe's "filling a stocking", while she seductively pulls up her M&S hosiery.

Other celebrities in the ad include Coronation Street and Holby City actress Angela Griffin, comedian Hugh Laurie, and gold medal-winning Olympic rowers Sir Steve Redgrave and Matthew Pinsent. The spot also features a look at a selection of Marks & Spencer clothing, gifts and food.

At the execution's conclusion, Zoe Ball says: "Christmas in three words: Marks & Spencer". The ad ends with the strapline 'Exclusively for everyone'. …

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