This year’s clothing ad from Marks & Spencer is a departure from the past, when it seemed sometimes that it and rival John Lewis & Partners were competing for an Oscar with their cinematic prowess, as well as their share of the purse.

The change evident in M&S’ ‘Go jumpers for Christmas!’ campaign is refreshing.

The ad feels energetic, fun and contemporary. And, as marketing expert and BrandCap co-founder Rita Clifton pointed out, it is “packaged around a range” that customers can walk into shops, or click online, and buy.