Will the quirky, cool and younger direction work for the retailer this Christmas?
The announcement that actress Helena Bonham-Carter has joined Rosie Huntington-Whiteley and David Gandy in Marks & Spencer’s new Christmas campaign was met with consternation and bemusement (looking at you Liz Jones) but I think it could prove to be a shrewd move from the high-street stalwart.
In the past I’ve lambasted M&S for its overly equal opportunitied ads so I’m hoping that with this short, to be aired at a special screening today, that the focus only three protagonists (assuming Mr Gandy, who somehow got the gig despite not being part of the double-barrelled crew, is more than just arm candy for RHW) means clarity and less jumping around. What’s more, the trio represent three strands of the new strategy well: pretty and young, quirky and older and handsome yet unchallenging. The fairytale-themed ad plays into Bonham-Carter’s hands perfectly, while Huntington-Whiteley is surely going to be a convincing Alice in Wonderland / Red Riding Hood / Dorothy.
The ads will hit screens on November 6 – could this be the fairytale ending to the year M&S craves?