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Marks & Spencer launched the first TV ad specifically promoting its denim range.

In a sequel to the brand's festive spots – "Go jumpers" and "Go pyjamas" – the ad once again sees a cast of characters dancing to a classic hit. 

Set to Donna Summer’s 1977 track I Feel Love, the spot shows a group of denim-clad free spirits dancing in a field shortly after sunrise. It is the third denim campaign M&S has run in the past year, but the first to include TV.

As well as appearing in thematically related shows such as Love Island, Love it or List it and First Dates, the campaign is also running across out-of-home, cinema, print and social media. The work was created by Nick Stickland, Turhan Osman and Emma Jordan, and directed by Natalie Rae through Object & Animal.