Stars call for wage donations in Dome charity ad for M&S

Helen Mirren, Joanna Lumley and Ian Wright are among the stars featuring in Marks & Spencer’s TV ad for Children’s Promise, a national campaign at the centre of the retailer’s pounds £12 million Millennium Dome sponsorship.

The campaign, by BMP4, breaks on 1 October and aims to encourage

Britain’s workforce to donate an hour’s earnings from this millennium to the children of the next.

The money raised will be divided among seven major charities that work for children. The retailer aims to make it the UK’s largest single

fundraising initiative.

The current record is held by Comic Relief, which last year raised

£35 million.

The 50-second ad dramatises the concept of Children’s Promise by using

celebrities to describe how just one hour can make a world of difference.

Martin Clunes, Boy George, Michael Parkinson and Barry Norman are among those seen talking in front of a backdrop of children’s drawings.

"To communicate the idea behind this commercial we were looking for a new way of talking to adults about children in distress,’ Alistair Proctor, creative director of BMP4, said. ’By combining kids’ paintings with personalities we have created a feeling of hope and optimism for the next millennium. I hope all advertising agencies in Britain will participate."

The film was written by Mike Wharton, art directed by Alistair Proctor and directed by Tomboy’s Kirk Jones, the director of Waking Ned. Media buying was through BMP OMD.