The latest Marks and Spencer ad campaigns are the secret to the company’s soaring figures. In addition, they have spectacularly pushed celebrities such as Dannii Minogue, Jamie Redknapp, VV Brown, Twiggy, Lisa Snowdon and Ana Barros to the forefront of the modelling industry.  The three-tiered campaign features a number of ‘firsts’ for Marks and Spencer under the brand new ‘Only at Your M&S’ tag line. The campaign you are likely to spot currently swamping our TV screens features the new spring womenswear fashion adverts, the first to include the ‘Only at Your M&S’ branding. In addition, the new ad also incorporates the company’s first ever M&S menswear ad featuring Jamie Redknapp modelling.

Each of these models brings a slightly different appeal, and Marks and Spencer has very cleverly picked them in accordance with the separate areas of their brand. Set to Michael Bublé’s ‘It Had Better Be Tonight’ and inspired by the key trends for spring, the advertisement shows all of the above stars in Miami featuring four main looks.

The first spring look is the nautical ‘Star In Stripes’ look, which sees the girls modelling chic striped dresses and coats at a marina location topped off with enormous sunglasses and equally enormous hats. Next up is the ‘Have a Doris Day’ section featuring all of the girls attempting to out-Doris each other in classic 50s inspired pieces. ‘Play Your Wild Card’ features Dannii and VV working a fierce Glamazon look as the girls zip across a river on an air boat. Lastly, the ad rounds up with a glamorous pool party at dusk for the ‘Oh So Sexy 70s’ look proudly portraying M&S’s ‘killer heels that don’t kill’!

The ‘mum’ appeal is certain to come from Dannii Minogue, having recently given birth to baby boy Ethan. Dannii is now a globally recognised face and although best known as an x-factor judge, she is sure to be the most relatable figure for busy working mums.

Lisa Snowdon provides the classic British girl-next-door appeal in conjunction with Ann Beatriz who models the latest collection of lingerie – both of whom it is fair to assume are targeting the slightly younger generation. Lastly, and interestingly, Marks and Spencer has added urban singer VV Brown to their hit list. At aged just 28, VV’s R&B background and existing appeal to the younger generation will contribute the same aspect to the M&S advertising campaigns.

Supermodel Twiggy is perhaps the most renowned of the entire bunch. Having been part of the Marks and Spencer clothing campaigns since their relaunch in 2005, Twiggy has helped turn around M&S’s fortunes and helped ensure clothes continue to fly out of the stores at ridiculous speeds. At 58 years of age, Twiggy is evidently appealing to the older women in Marks and Spencer’s audience, and with great success.

Marks and Spencer is targeting the somewhat difficult ‘every-woman’ sector; all ages, all looks and all sizes. This is only further testimony to the fact that relatable ‘real life’ models are in much higher demand and are also proving that modelling success comes in many forms – away from the size zero, editorial world of Vogue and fashion catwalks. Traditional advertising, clothes and every day models work brilliantly for Marks and Spencer and long may it continue to do so.