The ads, created by Rainey Kelly Campbell Roalfe/Y&R, will feature former 'Big Breakfast' host Denise van Outen as a Christmas fairy perched on a wrapped present, and builds on the theme introduced for Christmas 2001.
In a series of ads, she asks: "What makes Christmas magic? Hands up." Different celebrities explain what makes Christmas magic for them. Other stars to appear in the ads are Graham Norton, 'Cold Feet' star Hermione Norris, Cat Deeley and Sean Bean. The ads show clothing, gifts and food available at M&S in the run-up to Christmas.
Roger Holmes, chief executive of M&S, said: "The television ad is central to the Marks & Spencer Christmas campaign, which kicks off today with the rollout of our dedicated Christmas shops into all stores."
The ads break on national television this Friday and will run until Christmas Eve.
M&S unveiled the new ad campaign as it announced that pre-tax profit had risen by 30% to 拢287m for the first half of the year.
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