Marks & Spencer 'fire and ice' by Rainey Kelley Campbell Roalfe/Y&R

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Marks & Spencer's 2006 Christmas campaign from Rainey Kelly Campbell Roalfe/Y&R is a big, bold, brash and camp musical piece set to the backdrop of an arctic nightclub party. The spot aims to continue the populist feel of the 'Your M&S' campaign, while simultaneously promoting feelings of excitement and sexiness as well as being warm and inclusive. The ad begins with Twiggy, Erin O'Connor, Laura Bailey and Noemie Lenoir, now regular faces in M&S advertising, getting dressed for a party. They then fly across the snow flats on skidoos as if they were in a James Bond film. Their journey is backed by a cover of Pink's 'I'm Coming Up', which sounds like it is sung by Dame Shirley Bassey. As the guests mingle with other models in the palatial ice nightclub, all of whom wear M&S clothes, the camera pans round the room to reveal that it actually is Bassey singing the song.

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Released: 11 August 2006

Credits

Project name
Fire and Ice
Client
Steve Sharp, executive director marketing at Marks & Spencer
Brief
To promote the glamour of the Marks & Spencer range
Creative agency
RKCR/Y&R
Creatives
Pip Bishop & Chris Hodgkiss
Planner
Lucy Howard
Media agency
Walker Media
Media planner
Helen Curtin
Production company
RSA
Director
Dawn Shadforth
Editor
Richard Orrick
Post-production
MPC
Audio post-production
Wave
Exposure
National TV

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