Saturday, November 2, 2013

Let the Holiday (Advertising) Season Begin... With Marks & Spencer's "Magic & Sparkle" Fairy Tale

You know it's supposed to be a big deal when an ad gets a trailer. That's right. The new two minute ad campaign has a fifteen second preview. Apparently the new Marks & Spencer Christmas ad campaign is "highly anticipated" (not sure by whom exactly, but anyway...) and this week they released a sneak peek teaser of the ad and a special behind-the-scenes look.

Set to an enchanting orchestral soundtrack, the ad is shot in a filmic style as it takes the viewers into a world of 'magic and sparkle' from Alice in Wonderland to the Wizard of Oz. 
Rosie Huntington-Whitely is - of course - the leading lady, first seen pursuing a pretty little dog across a city street before tumbling from the real world into a snow dusted enchanted forest, seated at a fantastical feast.

The ad then follows the lingerie designer and model through a red riding house scene, an Arabian Nights flight and finally a walk along the yellow brick road, with a little help from the ever handsome David and a bewitching Helena Bonham Carter, whose appearance is seen as a huge coup for the retailer. (source)
You can read more details HERE.

Ok, yes. It's very pretty.

But even if this ad campaign is completely beautiful and lovely and worth its millions of dollars in production (not kidding on the $), it's essentially a fancy (and expensive) Christmas window to draw people into the stores.

In the meantime, it seems like Helena Bonham Carter is giving us a preview of her fairy godmother persona from the (Disney) live action Cinderella movie to top it off, although apparently she makes an appearance in Oz first.

I've thought about this waaay too much and there was a LOT more before I deleted. (You're welcome.) I'm going to blame the current time-shift (aka ending daylight savings), turn off my brain and just watch it...
Aahh, there, see? I get it now. "Ooh pretty. More please!"

The full two minutes, with many more "Believe in Magic & Sparkle" fairy tale references, will be available to watch online on YouTube, this coming Monday.

What I want to know is: do you see any differences and updating in the way these familiar tales are being retold and/or used? What does this ad say about the way we view these tales? (And when did the Mad Hatter change from creepy buck-toothed crazy-person to avoid at costs, into the mysterious, sexy man at the end of a table of bounty?!)

Sorry. Apparently my brain refuses to stay in "sleep" mode, unless it's lying on a pillow. Goodnight!

1 comment:

  1. Was there any treatment before the Tim Burton one that implied romantic chemistry between Alice and the Hatter? Seems like that might have been an influence. Visually, this is stunning. The table makes me think of Christmas in Narnia. Not sure how I feel about it philosophically. Thanks for the intro!