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At first glance the ad doesn't feel particularly Christmassy - lots of sparkle and magic, but not much gifting. Perhaps it is aiming to reflect the party season, rather than the gifting that all other ads tend to focus on, so that it stands out from the crowd.

There is no doubt it is a beautifully shot ad which may help make M&S top of mind among shoppers. My main concern, however, is that the products feel incidental to the production – which is surely a weakness. A case of too much fantasy and style over substance perhaps?

On a positive note we do like the launch of the ad to customers on the website and allows you to view each scene separately - innovative and engaging for the shopper. How many people make that link from the TV commercial though is another matter.