Monday, November 4, 2013

Just Released: Marks & Spencer's "Believe in Magic & Sparkle" Xmas Fairy Tale Campaign (Yes. It's As Gorgeous As They Said It Would Be.)

So, here it is. I know you've all been on the edge of your seats... ;)

Actually it's quite lovely and I sort of wish it were longer... (You can tell me "I told you so" later, 'k?)
Wonderland and Oz work very well together here, as does Little Red and Hansel & Gretel. I'm guessing Arabian Nights was the most legitimate way they could think of to have Rosie in her underwear again, though they could have taken it one step further to make it Snow Queen-ish at the end before tumbling back down to Oz. I have to admit, the guy in the painting throws me a little as all I can think of are more obscure tales that he might be from but, other than that, there are more fairy tale references than I first thought there might be. It's an interesting take and mix, though some transition better than others (as in, why did she lose her clothes through the rabbit hole, exactly? "Part of the contract" is not a legitimate answer.).

Overall it's quite lovely and very "Christmassy".

Here's a behind-the-scenes look, which is fun to watch too, and gives some insight into the thought process behind using fairy tales for Christmas. I particularly like that the Director opted to do as much "in camera" as possible, rather than use green screen and CGI. It makes a huge difference to the acting and the end result.

(Side note: I wish OUAT would do more in camera. The effects in that show really pull me out of the scenes.)

They essentially say "fairy tales and Christmas go together", which is an interesting concept to me. It seems to be a consistent idea at M&S since this isn't the first Christmas fairy tales have been used to advertise the store. 

Interestingly, my six-year old, while watching this behind-the-scenes with me, said "Fairy tales aren't all Christmassy! They happen all the time.." (Seriously - I have the best kid ever!)

This at least the second time M&S have used fairy tales for their Christmas campaign (which apparently approaches the status of Superbowl commercials in the US). Here's an earlier ad, likely from a previous "Magic & Sparkle" Christmas campaign a few years back but uploaded earlier this year, with Patrick Stewart and pop-up fairy tale books! *swoon* This one is great too, but in a very different way.

(Note: Red Riding Hood is used in both Christmas campaigns - interesting. I guess the red against the white makes for wonderful visuals and red can equal Christmas all by itself. It's just not usually a tale you put into a Christmas collection - perhaps because of the gathering flowers reference - but I like the idea of transforming non-Christmas tales to be holiday-seasonal. Could be a new and interesting fairy tale collection... hint, hint.)

I have to admit, the 2013 one in particular does set a magical and Wintery mood. So well done M&S.

What did you think? Are you now inspired to make your Christmas* season fairy tale-ish this year? (She says, hurriedly throwing out the rotting jack-o-lanterns and packing up various skeletal appendages and lightweight gravestones...)

* Where I'm from, "Christmas" isn't a religious term but more a description of the season. Though I celebrate more of the Winter Solstice, I love all the end of year/mid-Winter traditions from various faiths. And I still call it Christmas. :)

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