Marks and Spencer "Believe in Magic and Sparkle"

Some major brands released their Christmas 2013 advertising campaigns in the last week, so it makes sense to start taking a look at them now, however far away the holiday is. Marks and Spencer spared no expense in this television spot, showcasing stars like Rosie Huntington-Whiteley, Helena Bonham Carter and David Gandy. Created by an English agency, RKCY/Y&R, tv spots began airing on the 7th of November. The tagline, "Believe in Magic and Sparkle", is demonstrated throughout the ad with nostalgic nods to children's stories and fairytales.

The advert is beautifully shot and engaging, with a coherent and sweet story line. However, the biggest triumph is the way in which the stores merchandise is displayed. M&S is attempting to reach younger demographics in their clothing offering, and each piece featured in the ad is covetable and on trend. Changing potential consumers perceptions, coming into the Christmas season, will benefit M&S radically.

Carlsberg "Dreams"

Going back to a slightly older ad in this post, with Carlsberg's 2002 "Dreams", one of the featured ads in the outstanding "Don't Do" campaign. Ireland qualified for the FIFA World Cup in 2002, and the national hysteria surrounding the event had began to rise. Carlsberg capitalised on this, providing a humorous ad that hankers back to the country's infamous Italia '90 success. Jason McAteer, an Irish football player, is a great use of celebrity cameo and really ties the ad together. Another great shot is taken outside a chipvan, a subtle reference to "The Van", a film fondly remembered by the Irish public.

Even still, OwensDBB, the agency which created the campaign, receive feedback from focus groups that Carlsberg should reinstate it's "Don't Do" campaign. I aim to cover a few more of this series in the coming weeks, as an example of some truly engaging best practice.