Marks & Spencer has taken inspiration from Alice in Wonderland and The Wizard of Oz for its Christmas TV ad campaign.

Rosie Huntington-Whitely, David Gandy and Helena Bonham-Carter star in the ad – which revives the M&S catchphrase ‘magic and sparkle’.

Set to an orchestral soundtrack, the ad begins with Huntington-Whitely chasing her dog on a city street before falling down into a world of fairy tale. Each scene then takes inspiration from a different fairy tale – showing off M&S’s Christmas range of food and clothes along the way.

The ad was shot by London-based agency Rainey Kelly Campbell Roalfe/Y&R and was directed by Johan Renck – who has directed numerous music videos and campaigns for major designer fashion houses.

“Working with our all-British cast, director Johan Renck has created a modern epic where fashion meets fantasy - bringing to life much-loved fairy tales with more than a sprinkle of high glamour,” said Patrick Bousquet-Chavanne, M&S’s executive director of marketing.

M&S published a sneak preview of the ad on its Facebook page today ahead of the release of the full two-minute version on M&S’ YouTube channel on Monday (4 November) and first TV airing on Wednesday.

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