X Factor finalists to star in M&S Christmas campaign

The X Factor: Gary Barlow and his chosen boys
The X Factor: Gary Barlow and his chosen boys

Marks & Spencer is bringing in this year's finalists from 'The X Factor' to star in its traditional celebrity-studded Christmas campaign.

The 16 talent show contestants will record a contemporary version of 'When You Wish Upon A Star', which was originally written for the 1940 film, 'Pinocchio'.

Television ads created by RKCR/Y&R are expected to launch in the ad breaks during 'The X Factor' Saturday night live shows.

The ads mark a change in strategy from M&S, which has previously used celebrities such as Twiggy and Danni Minogue in its Christmas campaigns.

Finalists for this year's 'The X Factor' were announced last night (October 2) and include Frankie Cocozza and ex-gang member Derry Mensah.

The retailer is targeting a 16- to 34-year-old audience by partnering the show and offers 'X Factor' ticket giveaways, after replacing Very.co.uk as the programme's exclusive fashion partner in August.

Former 'X Factor' judge Dannii Minogue was dropped from the retailer's ad campaigns in July. The store has also parted ways with singer VV Brown and model Ana Beatriz Barros, who were also dropped as part of the brand's change in marketing strategy, this year.

However, the retailer has retained Twiggy and Lisa Snowdon to promote its womenswear.

Recent advertising activity for M&S has featured an autumn campaign starring Hollywood actor Ryan Reynolds and Burberry model Rosie Huntington-Whitely as the faces of its autumn clothing campaign.

The autumn campaign has been pushing the brand’s premium Autograph range as the retailer increasingly focuses on giving its clothing sub-brands more distinct characters.

Last year's Christmas campaign for M&S featured comedian Peter Kay, Ana Beatriz Barros, Dannii Minogue, Twiggy, Lisa Snowdon, VV Brown and Jamie Redknapp.

A spokesman for M&S said the retailer did not comment on future advertising campaigns.

Follow Matthew Chapman on Twitter @mattchapmanuk



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug