Here comes the sun – and 2012's M&S campaign

 

Marks & Spencer debuted its summer advert last night, and after 2011's Miami-set extravaganza it has gone for a British theme, featuring egg and spoon races, rowing boats and more Union Jacks than a BNP convention. Fans of M&S' formulaic advertising won't be disappointed; this one ticks every box.

Twiggy, Myleene and Dannii are still the best of friends who have more fun than a gaggle of seven-year-olds at Disneyland. Their faces must hurt from smiling.

Noemie Lenoir, the face of M&S underwear, wears less than everyone else, namely a bikini top. To play tennis in.

Jamie Redknapp, the thinking marketer's dull/handsome footballer of choice (see also Thomas Cook, Nintendo) is on hand to show a well-scrubbed pack of kids how to play.

An inoffensive song that the M&S demographic loves ("Here Comes The Sun") is covered by an inoffensive artist that the M&S demographic loves (Gary Barlow). It will probably go to number one.

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