M&S moves food ads on with celebrity voiceovers

LONDON - British actor David Jason is to star in a Marks & Spencer's food TV ad, the first in a series that will involve a number of different celebrities providing the voiceovers.

The long-running campaign has been dubbed 'food porn', not least due to the breathy tones of long-standing voiceover provider, 'Ballykissangel' actress Dervla Kirwan.

Now Kirwan is standing aside for the 'Only Fools and Horses' star, who will discuss the top quality ingredients he is using for a risotto of restaurant standards, only to reveal it is an M&S prepared meal.

M&S said the well-loved actor was chosen for his universal appeal with the British public.

The 40-second spot will run for three weeks, first airing at 7.45pm on ITV1 this Sunday September 7.

It is timed to coincide with the launch of a new M&S Italian range this month. 

The TV ad marks the next step in M&S's famed food ad campaigns, with an emphasis on restaurant quality food to enjoy at home. 

Steve Sharp, executive director of marketing at Marks & Spencer, said: "The new adverts not only show that M&S prepared meals offer restaurant-quality dining but also highlights the quality of our raw ingredients to viewers whether they are buying fresh produce to cook from scratch or want us to do the hard work for them.

"The first ad highlights our new Italian range which perfectly illustrates the lengths M&S goes to offer quality, provenance and innovations behind all our food at outstanding value."

The ads were created by M&S's ad agency -- Rainey Kelly Campbell Roalfe/Y&R.