Marks & Spencer is set to run two TV campaigns this Christmas, with the first being launched exclusively with its two million Sparks members today.
In a move away from the Christmas TV epic other retailers have chosen, M&S has created The Art of Christmas, a series of seven shorter ads that will be released from 8 November until Christmas to coincide with key milestones in the festive calendar, such as pre-Christmas parties and Christmas morning. Seen through the eyes of eight-year-old Neve, the series includes The Art of Surprise and The Art of The Feast.
Its second campaign, Adventures in Christmas, is a series of food-related adverts that aim to inspire different culinary occasions over the festive period that goes live on 15 November. In M&S style, the ads will feature close-up shots of a variety of luxurious products.
Today, members will receive an email with a teaser for The Art of Christmas ads, with a live launch at 5pm on M&S.com and social media.
Shoppers will be able to buy products in The Art of Christmas range online from 5pm today.
Meanwhile, the first Adventures in Christmas ad will be previewed to Sparks members on 13 November before its television release on 15 November.