M&S launches its Christmas campaign with all-dancing advert

Retailer throws down gauntlet to John Lewis with ‘shoulder roll’ move it hopes will go viral

Marks & Spencer has thrown down the gauntlet to John Lewis this year with an all-dancing Christmas advert featuring a signature “shoulder roll” move that it hopes could set dancefloors and social media alight over the festive season.

Set to House of Pain’s 1992 hit Jump Around, the ad was made by the British director Jake Nava, best known for Beyoncé’s Single Ladies music video. The M&S ad, which launched on Friday, features a cast of dancers “jumping around” in M&S jumpers.

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