M&S runs Christmas teaser campaign

Marks & Spencer: releases online teaser for its Christmas ad
Marks & Spencer: releases online teaser for its Christmas ad

Marks & Spencer is running a social media campaign to build anticipation for its 'Alice in Wonderland'-themed Christmas ad, which revives its 'Magic & Sparkle' strapline and stars Helena Bonham-Carter.

The retailer is running a teaser clip of Rosie Huntington-Whiteley chasing after a Scottie dog, before falling down an 'Alice in Wonderland'-style hole, on its Facebook page and via a promoted tweet on its official Twitter account.

 

Marks & Spencer will feature the full two-minute ad on its Facebook page 48 hours before it launches on TV next Wednesday November 6

The move is a first for the retailer, which previously did not trail its Christmas ad on social media before airing it on television. 

The strategy follows in the footsteps of rival John Lewis, who, in recent years, has previewed its high-profile Christmas ads on social media a day before the TV ad launch.

Creative by Rainey Kelly Campbell Roalfe/Y&R also features supermodel David Gandy in the role of Huntington-Whiteley’s love interest.

Bonham-Carter stars as a wizard in homage to T'he Wizard of Oz' and the ad marks her first ever advertising role.

Patrick Bousquet-Chavanne, executive director of marketing and business development at M&S, said: "With this year’s ad we wanted to recapture the magical essence of Christmas that our customers tell us is synonymous with M&S."

There are only two versions of the two-minute long version of the ad, with the second due to air on Sunday 10 November on ITV during 'Downton Abbey'.

The 'Downton Abbey' ad will reveal the name of the dog in the ad after a social media campaign that asks people to vote on whether the dog should be called Magic or Sparkle. 

Discussion

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

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers