RKCR/Y&R Borrows Joanna Lumley for M&S Shwopping

M&S’ food ads are world-famous for their sultry presentation of plated dishes.

Pouring gravy seductively, colourfully aligning fruit or carefully juxtaposing musical tracks with appetising visuals – these are all purposefully-designed tools that enhance the consumer’s appreciation of the store’s lux food range.

RKCR/Y&R has attempted to recreate this iconic style in a new animation (below) created to raise awareness of the store’s clothes swapping scheme, Shwopping, which partners with Oxfam and its ambassador Joanna Lumley.

There are two ways to shwop; by either donating M&S clothes directly to Oxfam to receive a £5 M&S voucher or by returning unwanted clothes to M&S, regardless if they’re not originally from there.

All items donated will be sold online or in international markets and if they don’t sell, the textiles will be recycled into something else.

“Simple initiatives like Shwopping are brilliant for getting people to do something extraordinary for those in need,” says RKCR/Y&R MP Priya Patel.

And look out for Joanna Lumley, as she also stars as the voice over in the spots. Find out more about the initiative here and look out for follow-up ads featuring the Ab Fab star herself.