The ad introduces a new brand positioning created by M&S's ad agency RKCR/Y&R.
'Quality worth every penny' asserts the retailer's commitment to bringing the best quality to its customers and ties in with its origins as a penny bazaar, which it is highlighting with special in-store ranges.
Similar to the highly praised Hovis ad created by the Miles Calcraft, the 60-second M&S ad opens with Twiggy wandering through a London market in 1884 where M&S started. She then moves forward in time, stopping in the 1960s before arriving at the present day.
Along the way she gives examples of M&S delivering quality, such as its introduction of sell-by dates, drip-dry clothes and a suit you can tumble dry.
Steve Sharp, executive director at M&S said: "M&S wouldn't be what it is today without its customers.
"It's thanks to their feedback and ideas and our own hard working and creative teams that we've been able to achieve so many firsts in our history."
Mark Roalfe, chairman and founder, RKCR/Y&R, said: "This film is a celebration of what M&S have done for years to bring the best possible quality to the high street.
"Our new brand positioning reiterates this commitment, while our competitors are simply shouting about price."