M&S features Minogue and Kay in Christmas campaign

Marks & Spencer will this week launch a Christmas marketing campaign for its food, clothing and online offerings, recruiting Peter Kay to appear in its line-up of celebrities.

Comedian Peter Kay will join the usual line-up of M&S models, including Ana Beatriz Barros, Dannii Minogue, Twiggy, Lisa Snowdon, VV Brown and Jamie Redknapp, for a dance-themed clothing ad, while Caroline Quentin serves up a Christmas party and Christmas dinner  as part of a series of new food TV ads.

The campaign kicks off this Wednesday (3 November) with the first airing of the clothing ad on ITV1 during Emmerdale.

The high-street retailer will also launch a dedicated Christmas microsite to help guide consumers' Christmas celebrations with M&S regular Myleene Klass fronting a series of four dedicated online Christmas videos.

The site will also include a Christmas gift finder, a clothing ‘size detective’ and a digital Christmas party and dinner planner and will be cross-promoted through the M&S Facebook and Twitter feeds.

All three campaigns will centre around this year’s M&S Christmas strapline 'Don’t put a foot wrong this Christmas'.
 
In the clothing ad, Kay is in charge of the celebrity-packed dance troupe, choreographing a medley of iconic dances to the Bee Gees classic, ‘You Should Be Dancing’. 

We see Minogue and Snowdon in 1920s-style flapper dresses, dancing the Charleston, and Barros moving to the beat in sexy lingerie.  

The pair, along with Brown, are then seen in their pyjamas singing into their hairbrushes, while Twiggy and Kay tussle for the limelight while dancing dressed in tuxedos.
 
Redknapp stars as a DJ, with Minogue, Barros Snowden, Brown and Twiggy in glamorous partywear.
 
The final scene sees the entire cast united together and surrounded by over 50 dancing Santas, before the scene cuts to the line, "Don’t put a foot wrong this Christmas."

The 90-second ad was shot by RKCRY&R and directed by Vaughan Arnell, a Robbie Williams regular, having directed videos for ‘Rock DJ’, ‘Angels’, ‘Let Me Entertain You’ and ‘Supreme’.

The first food ad breaks in late November and sees Quentin hosting a Christmas party at home, serving dishes from the M&S Christmas food range.
 
The second Christmas ad, due in December, is set on Christmas Day at Caroline’s home. She serves various dishes to her family and after serving dessert she finishes with, "now that is a happy Christmas."

Steve Sharp, Marks & Spencer’s executive director for marketing, said: "This is the most integrated campaign we’ve ever put together. There’s a seamless transition from TV to online and we have a strong presence across all media, from mainstream TV right through to social media."

Media planning and buying for the campaigns is handled by Walker Media.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).