Marks & Spencer has called time on its much-imitated ‘This is not just…’ television adverts.

Marketing manager Steve Sharp said the high street icon would focus on provenance and ethics as well as quality in forthcoming campaigns.

The retailer’s new ad push begins this Friday and is fronted by Caroline Quentin, marking a departure from the sensuous but widely spoofed ads of recent years.

“It’s important to look forward and move on,” Sharp said.

The company is also hiring former footballer Jamie Redknapp to promote its men’s clothing range. The Sky Sports pundit joins an M&S roster that includes Twiggy, Dannii Minogue, VV Brown, Lisa Snowdon and Victoria’s Secret model Ana Beatriz Barros.

Myleene Klass will continue her role for M&S Money.

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