Marks & Spencer has released its Christmas advertising campaign online ahead of its appearing on TV from Wednesday as the high street retailer aims to turnaround clothing sales.
The 'Believe in magic and sparkle' campaign has taken a fantasy theme, with elements of Alice in Wonderland, The Wizard of Oz and Aladdin all incorporated within it.
Created by RKCR/Y&R, the advert, which has been released a day early on the retailer's YouTube channel, features Rosie Huntington-Whitely, David Gandy and Helena Bonham-Carter.
Meanwhile, the retailer has released its half year results, which has seen group sales increase to £4.9bn, however its underlying pre-tax profit fell to £261.6m for the 26-week period, ending 31 September.
Group underlying operating profit was reported as £320.7m, down 9.1 per cent.
The company however saw multi-channel sales increase by 28.5 per cent, with the Shop Your Way service driving growth, and over half (55 per cent) of multi-channel orders being collected in-store or order in-store for home delivery.
Mobile sales also grew by 70 per cent, while tablet sales rose by 140 per cent and now account for a quarter of those sales, in comparison with a the same period a year ago, when they account for 11 per cent.
Marc Bolland, CEO of Marks & Spencer, said: "Marks & Spencer made progress with a strong performance in Food, International and M&S.com. Our key priority was the re-launch of Womenswear. In September we launched our first new collection with new advertising and improved store formats. Although only in store for three weeks of the half year, our Autumn/Winter collection has been well received by customers, and we have seen some early signs of improvement."
He continued to highlight the investment made in the long-term "transformation" of the business.
"We are pleased with the progress made, given the high level of activity and a number of key projects launching this year. This has led to a higher level of additional costs, which while planned for, have impacted short-term results."
Bolland also explained that the retailer would look to move to a "lower, more sustainable long-term investment level of £550m from 2014/15.
A women'swear advertising campaign, launched in September and first posted on Facebook, also received 10 million views, it was revealed.