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It has been almost ten years since Marks & Spencer unleashed its "food porn" ads into the world, but their influence is still apparent in the retailer’s new campaign. The spot, created by Rainey Kelly Campbell Roalfe/Y&R, pairs footage of food such as prawns with an instrumental version of Clean Bandit’s Rather Be. It is part of the wider "only M&S" campaign, which includes an ad for the clothing range, and is the first time Marks & Spencer has run food and clothing spots at the same time. The work was written by Pip Bishop, art directed by Chris Hodgkiss and directed by Michaël Roulier and Philippe Lhomme through Foodfilm.