M&S Easter ad plays on 'chicken and egg' riddle

M&S' Easter campaign plays on the age-old riddle: which came first, the chicken or the egg?

The 40-second spot, created by Rainey Kelly Campbell Roalfe/Y&R, showcases the retailer’s range of chocolate eggs. 

In the style of recent campaigns, the "adventures in which came first" ad focuses on the products during a soundtrack of Rather Be by Clean Bandit featuring Jess Glynne. 

The ad was written by Pip Bishop and art directed by Chris Hodgkiss at RKCR/Y&R. It was directed by Michael Roulier and Philippe Lhomme at Food Film.

Mindshare handled the media planning and buying for the campaign, which breaks on TV today and will air for one week.