Amelia Lily key role in X Factor Christmas ad sparks fresh controversy
By Mark Banham, mediaweek.co.uk, Friday, 25 November 2011 02:56PM
Fresh controversy has surfaced surrounding the re-cutting of Marks and Spencer's 'The X Factor' Christmas campaign, with odds-on favourite Amelia Lily taking the star role in the ad created by Rainey Kelly Campbell Roalfe Y&R.
She was one of the first contestants to be dumped from this series of the ITV1 primetime.
Her place was resurrected following the controversial exit of Frankie Cocozza. She was seen last night (24 November) to have replaced fellow contestant Misha B to sing the closing key line of the ad's song, ‘Wishing On A Star’.
Amelia Lily was in danger of elimination at the end of last Sunday's show, which drew a peak audience of 13.9 million, but was saved by the public vote after a judges' deadlock forced the decision.
'The X Factor' fans have taken to Twitter to question the decision, with some branding the change a ploy to up Amelia Lily’s chances of dodging a place in the bottom two on this Sunday's show.
Her popularity with voters on the show has dropped since last Sunday's sing-off, with some news sources suggesting that she is due to land in the bottom two this week.
Comments on Twitter included, "Marks and Spencer replaced the end of the advert with Amelia. What about Misha!" and "It’s a fix."
A spokeswoman for Marks and Spencer said: "We have been editing the ad since the beginning [of the elimination stages] and will continue to do so up until the finals."
The ad has already attracted its fair share of controversy, due to its weekly changes to the line-up, which originally included all 16 'X Factor' finalists and still does in some of the group shots.
Marks and Spencer cut Cocozza after he was thrown off the show for boasting about cocaine-fuelled sex sessions. Prior to that, the re-editing of the campaign was not known.
Rainey Kelly Campbell Rolfe Y&R was not available for comment about the re-editing of the ad.
Follow Mark Banham on Twitter @Banham72
This article was first published on mediaweek.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- UK Marketing Controller Better Placed Recruitment £40000 - £49000 per annum + Car Allowance + Bonus , Greater Manchester
- Senior Account Director Blue Skies Marketing Recruitment Competitive Salary, Birmingham
- Brand Manager Sky negotiable, Middlesex
- Web Designer / Front-End Designer / Digital Creative Guru Careers £35 - 50k DOE, Based in Angel, London (WC1)
- OgilvyOne loses BA business
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Iris and Cheil big winners at MAA Best Awards
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office
- Facebook research finds 42% switch device mid-activity