Kool & the Gang

Here we go! We shot the stills for the M&S ad campaign in the first Christmas ad in years not to star celebrities.

 

Created by Rainey Kelly Campbell Roalfe/Y&R, the advert is shot in the style of an all singing, all dancing Christmas music video, where the products are showcased featuring models of different shapes, sizes and ages, as part of M&S's policy of giving its customers "more products, more diversity and an injection of style and fun".

Seb White steals the show, and has stolen all our hearts this festive period. The four year old, who has Down's Syndrome was chosen after his mum Caroline posted on M&S's Facebook page, asking them to consider using her son in advertising because youngsters with Down's Syndrome were not represented in modelling campaigns.

M&S have said "he won his place in our TV ad thanks to the natural charm and magical personality he showed on set at our magazine shoot. All the kids had great fun filming the ad" - which is clear! Seb and the rest of the kids take center stage by dancing to Kool & the Gang’s 'Celebration' track while wearing M&S knitwear.

One to be proud of, a real magical campaign!

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