Improbable campaign alert: Rosie Huntington-Whitley and Ryan Reynolds for M&S.

31 August 2011

Eh? We know. We love us some M&S here at Grazia Daily, but this is an unlikely (and potentially brilliant) move from the high street behemoth; signing up Ryan Reynolds and Rosie Huntington-Whitley to front the latest campaign for their ‘Autograph’ collection.

Rosie, of course, is the model turned actress who has recently been signed up as the face of Burberry Body fragrance, and Ryan is the luuuudicrously buff star of ‘Green lantern’. The Autograph range has always been the sharply tailored sibling to the mainline M&S collections, which makes the casting more likely than at first it doth seem - M&S Executive Director Steve Sharp puts it thus - 'Rosie and Ryan are the perfect fit for Autograph - beautiful, exclusive and absolutely contemporary’.

The images were shot by BAFTA award winning photographer Greg Williams at the amazing St Pancras Grand hotel in London and they DO look amazing, but our gripe is this: It feels like a slightly odd move for M&S to sign the delectable twosome up when the last time their ad campaign was scrutinised it was because they had been accused of not being friendly enough to older women, having been lambasted by a furious 75 year-old at their AGM, which led them to drop Dannii Minogue and Lisa Snowdon as well as poor dear old Twiggy from fronting their campaigns.

So what do you think? Is everyone’s favourite lunchtime sandwich destination making a brilliant call by signing up Ryan ünt Rosie for this campaign, or do they blindside their older customer at their peril? Hell hath no fury like women d’uncertain age scorned…

- Alex Butt

www.marksandspencer.com


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