Marks & Spencer has unveiled its 2014 Christmas campaign, bringing to life the retailer’s strapline ‘Magic & Sparkle’ in the form of two fairies.
The advert, which will be aired for the first time on ITV tomorrow night (November 8) during X Factor, features two fairies named Magic and Sparkle flying across the rooftops of London, spreading Christmas cheer.
It also features a social media campaign using the hashtag #followthefairies. The M&S fairies, whose identities were kept under wraps, have been carrying out random acts of kindness across the UK and tweeting about it using the hashtag throughout the week as a teaser.
Patrick Bousquet-Chavanne, executive director of marketing and international at M&S, said: “Christmas brings a lot of excitement and anticipation to the UK high street and M&S has a place in setting the mood of the nation.
“We wanted to bring that magic of Christmas alive to inspire shoppers. It will be the biggest online Christmas and the most social because of the increased smart phone use, so we wanted to engage shoppers with our random acts of kindness.”