M&S BAG BANDERAS

Big high-street retailers will signal a big push for Christmas sales next week with the launch of TV advertising campaigns.

Leading the way will be Marks & Spencer, which has signed up A-list movie star Antonio Banderas to front adverts that recreate memorable moments from classic Hollywood films.

But competing for screen space will be retailers who traditionally do not use TV advertising such as John Lewis and Next.

Many retail chiefs have forecast trade is going to be tough this Christmas and they are pouring cash into advertising to persuade shoppers to part with their cash.

Last year's M&S Christmas campaign had a James Bond theme and starred Dame Shirley Bassey. Banderas - who starred in the Mask of Zorro - will appear with M&S's usual roster of models: Twiggy, Erin O'Connor, Laura Bailey, Lizzie Jagger and Noemie Lenoir.

The adverts, which will be unveiled next week, are understood to re-enact famous scenes from movies like To Have and Have Not, where Banderas takes the Humphrey Bogart role, and Gentlemen Prefer Blondes.

M&S's advertising, masterminded by marketing director Steve Sharp, has been credited with helping to rebuild the reputation of the retailer, which unveils half-year results next week.

Next week also sees the launch of a John Lewis advertising campaign. It is spending more than £6m to promote the 27-strong chain of department stores - three times last' year's advertising spend - and will be using TV adverts for only the second time in its history. The adverts, which use shadows and piles of gifts, are set to Morning Serenade from Prokofiev's ballet Romeo and Juliet. The image will also be used for billboards and press and in cinema and online advertising.

Next recently unveiled its first national television advertising campaign for more than a decade. It is pouring £20m into advertising this year - double last year's marketing budget.

Chief executive Simon Wolfson said recently that he was "acutely aware that the full effect of recent interest rates has not yet filtered through to our customers" and despite the advertising push forecasts a dip in sales of up to 3.5%, compared to last year, over the current six months.

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