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M&S teases Christmas #magicandsparkle campaign over social

British retailer Marks & Spencer provided a sneak preview of its upcoming Christmas television campaign via its social channels this week, including Facebook, Twitter, Instagram and YouTube.

The 10-second trailer sees a Highland Terrier dashing down the street with model Rosie Huntington-Whitely in hot pursuit. Hinting towards both an Alice and Wonderland and a Wizard of Oz theme, it closes with the dog tumbling down a manhole.

This little dog is no Toto however, but either Magic or Sparkle, depending on what M&S fans decide. The retailer is inviting them to vote on either name as part of an interactive tie-in for the revival of its “Magic & Sparkle” catchphrase.

“With this year’s ad we wanted to recapture the magical essence of Christmas that our customers tell us is synonymous with M&S. Magic & Sparkle is an extraordinary franchise, which has always been a firm favourite with customers,” said Patrick Bousquet-Chavanne, executive director of marketing and business development. He added that it’s all about interaction and a conversation with customers this year. “Digital is the fastest way to be in that conversation and you are going to see us doing more of that.”

The full two-minute ad – set to be released over social on Monday, November 4, and television on Wednesday, November 6 – is said to be inspired by several other much-loved fairy tales too.

It also stars David Gandy and Helena Bonham-Carter, in what is referred to as a filmic spot featuring an enchanting orchestral soundtrack.

Huntington follows after the small dog, landing in a snow-dusted forest seated at a “fantastical feast”, filled with M&S food products and Gandy, who takes on the role of Mad Hatter. Next she moves to a Red Riding Hood scene inside Grandma’s House complete with home goods and decorations from the retailer, before heading out on a magic carpet, with Gandy once again, across the London skyline. This time she wears her Rosie for Autograph lingerie and sleepwear lines.

Last up is the yellow brick road with Huntington-Whitely as Dorothy (complete with red heels), Gandy as the scarecrow and Bonham-Carter as Wizard. The ad closes with Magic or Sparkle safely recovered in the real world.

The spot was shot by London-based agency Rainey Kelly Campbell Roalfe/Y&R and directed by Johan Renck.

RosieH-W HelenaB-C DavidGandy

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Dior teases Marion Cotillard web documentary


Dior is set to launch a seven-part web documentary starring the face of its Lady Dior handbag line, Marion Cotillard.

Announced via the teaser spot shown above, the series will see the French actress giving sneak glimpses into life at the famed fashion house. A new episode will be unveiled every two weeks.

The teaser opens with an an animated feature of two silhouetted characters unzipping a black evening dress. Another jumps for joy before the film cuts to real-life footage of New York traffic, iPhone sketches, camera snapping and measurements in an atelier.

At one point Cotillard is seen posing in the same look as that of her campaign set in the Oscar Niemeyer-designed Communist Party HQ in Paris from earlier this year (as shown below), suggesting the series will feature much behind-the-scenes footage from her other work with the brand.

Later, she appears having her “last fitting” for “look B”. The spot ends with a knock at the door…

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Vogue launches trailer for new monthly iPad app

We all know video has become a massive part of fashion marketing, but what’s a touch newer is movie-style trailers to preview what’s on offer from the industry.

Mashable recently reported on one example from Esquire magazine to showcase a forthcoming issue, so too was there another from Burberry ahead of its spring/summer 2012 show. And now, British Vogue has released one to celebrate the fact its iPad app has just gone monthly.

Featuring exclusive video footage of cover star Karlie Kloss supplied by Nick Knight, and rotating imagery by Nice Images, it demonstrates the best of what’s included in the title’s September ‘International Collections’ issue (as above).

The move to monthly digital editions for Vogue follows an initial one-off launch with its December 2010 issue, and again for June and December 2011. The new offering includes a full version of the print edition alongside additional interactive content. Included in this first issue, now available to download from Newsstand on the App store, are 90 editorial fashion pages, as well as behind-the-scenes videos and images of models Kate Moss, Naomi Campbell and Georgia May Jagger on their Olympics shoot.

Editor Alexandra Shulman, said: “This month is the biggest international collections issue of Vogue I have produced in 20 years as editor. Simultaneously we launch the new British Vogue app for iPad, now available monthly for the first time, which will enable you to experience the magazine digitally and allows us to bring some of its print features to life. Nick Knight’s shoot ‘Midas Touch’ is an excellent example of how the magazine and app can work together. It brings a new depth and enjoyment to the images you will see in these pages.”

There are also three brands who have launched media rich enhancements on their ads in the iPad issue, including Anya Hindmarch, Velvet and The Australian Wool Industry. “They are smart, stylish and show great originality,” said Rachel Reavley, associate publisher of the magazine.


Only Burberry would launch a trailer for its #LFW show


Watch it live on Monday at 4pm GMT –


Karl Lagerfeld’s ‘The Tale of a Fairy’ Chanel film preview

Chanel has released a trailer for its forthcoming 30-minute film, The Tale of a Fairy, due to be screened after the presentation of the brand’s 2011/12 cruise collection at the Cap d’Antibes this evening.

Posted on the Chanel News site last week, the clip features a somewhat crazed Kristen McMenamy alongside Freja Beha Erichsen as a topless fairy, kissing Anna Mouglalis.

The film, written and directed by Karl Lagerfeld, also stars Amanda Harlech, Bianca Balti, Baptiste Giabiconi, Brad Koening, Jake Davies, Mark Vanderloo, Oriol Elcacho, Sébastien Jondeau and Seth Kuhlmann.

“It is a movie about an ill-advised use of money which begins with violence and ends with feeling,” said Lagerfeld.

It will be available on on May 10.