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Client: M&S
Brand: M&S

In an amazing coup, M&S has exclusively secured the contestants to appear in its Christmas TV campaign. This exciting collaboration between two of the UK’s biggest brands, is the first ever time The X Factor finalists have appeared in a TV advertising campaign.


First aired during Sunday evening’s The X Factor on ITV 1, the ad sees the finalists perform a stunning version of the Christmas classic, When You Wish Upon A Star – arranged by Ivor Novello winning producer Richard ‘Biff’ Stannard. This provides the soundtrack to a selection of heart warming festive scenes – showing friends and family as the focus of celebrations.


Steve Sharp, M&S Executive Director Marketing commented: “Our TV campaigns have become almost legendary – and for many customers mark the start of Christmas.  This year we wanted to surprise them with something really special and I think we’ve delivered. The

X Factor version of the song is simply magical – giving a contemporary twist to a Christmas classic – just like M&S this year.”


Mark Rosenegk, VP Brand Partnerships UK at FremantleMedia Enterprises, added:  “We are thrilled to see The X Factor finalists starring in this year’s M&S Christmas TV ad, which looks amazing and will no doubt get viewers across the country into the festive spirit!”


Charles Garland COO at SYCO Entertainment commented:” We are delighted to have our X Factor final 16 contestants featured in the M&S Christmas advert.  This is the first time we have offered the contestants the opportunity to be featured in an advertising campaign during the competition and we were keen to partner with an iconic UK brand like M&S”

The opening sequence begins with a young girl unwrapping her first gift on Christmas morning – a beautiful red and white teddy bear.  We see different generations enjoying the magic of Christmas, from a playful toddler racing round his pile of presents, friends dancing around the tree to Granddad snoozing in his arm chair.


Centred on the theme – May all your Christmas dreams come true – these festive scenes will change during the course of the campaign, showcasing different products and highlighting how M&S can add a touch of magic to Christmas celebrations.


The 60” ads were shot by London-based agency Rainey Kelly Campbell Roalfe/Y&R and directed by Toby MacDonald. The ad will continue to be edited in the run up to The X-Factor final, highlighting the remaining contestants. 

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