Marks & Spencer’s 2013 Christmas advert, titled Magic & Sparkle, is a star-studded festive short film featuring Rosie Huntington-Whiteley, Helena Bonham Carter, and David Gandy. The lavishly produced campaign blends classic fairy tales such as Alice in Wonderland, Aladdin, and The Wizard of Oz into one beautifully shot, cinematic journey.
The advert begins in a modern city street, where a small West Highland Terrier — a nod to Toto from The Wizard of Oz — escapes from its owner, played by Rosie Huntington-Whiteley. As Rosie chases after her mischievous dog, she finds herself tumbling into a magical, fairytale-inspired world. The dog is not seen again until the closing scene, where Helena Bonham Carter reappears as a whimsical fairy godmother-like figure. She taps her heels three times before returning the Westie to Rosie, saying the memorable line, “I believe this is yours.”
The advert’s fantasy sequences are filled with elegant costumes, enchanting landscapes, and a mix of adventure and glamour. David Gandy joins Rosie in a romantic Aladdin-style scene, while Helena Bonham Carter’s playful performance brings a touch of theatrical charm. Together, the trio embody the campaign’s theme: Believe in Magic & Sparkle.
Directed by Johan Renck and produced by RKCR/Y&R, the ad was widely praised for its cinematic quality and nostalgic references to beloved fairytales, helping cement it as one of Marks & Spencer’s most iconic Christmas campaigns.
The music in the Marks & Spencer “Magic & Sparkle” advert
Music Track: Specially Commissioned
Music Artist: Guy Farley
The orchestral soundtrack for the advert was specially commissioned from British composer Guy Farley, whose elegant and emotional score enhances the film’s sense of wonder. The music builds from gentle curiosity to sweeping grandeur as Rosie’s journey unfolds, perfectly underscoring the magical storytelling.