Back in August, Marks & Spencer revealed that it was to be exclusive fashion partner of The X Factor 2011, the result of a deal with Syco TV, FremantleMedia Enterprises (FME) and ITV. Roll forward a couple of months and it has unveiled a new Christmas ad featuring all 16 of the show”s finalists performing When You Wish Upon A Star.

Commenting on the news, Steve Sharp, executive director of marketing at Marks and Spencer, said: “Our TV campaigns have become almost legendary and for many customers mark the start of Christmas. This year we wanted to surprise them with something special and I think we’;ve delivered. The X Factor version of the song is simply magical, giving a contemporary twist to a Christmas classic.”

Produced by Rainey Kelly Campbell Roalfe/Y&R and directed by Toby MacDonald, the advert opens with a young girl unwrapping a teddy on Christmas morning and then shows different generations celebrating the day. In the run up to Christmas, the ad will be adapted to showcase different products and will be edited to focus on the remaining acts.