Amelia Lily key role in X Factor Christmas ad sparks fresh controversy
Fresh controversy has surfaced surrounding the re-cutting of Marks and Spencer's 'The X Factor' Christmas campaign, with odds-on favourite Amelia Lily taking the star role in the ad created by Rainey Kelly Campbell Roalfe Y&R.
Amelia Lily: focus of controversy over re-cutting of M&S X Factor ad
She was one of the first contestants to be dumped from this series of the ITV1 primetime.
Her place was resurrected following the controversial exit of Frankie Cocozza. She was seen last night (24 November) to have replaced fellow contestant Misha B to sing the closing key line of the ad's song, ‘Wishing On A Star’.
Amelia Lily was in danger of elimination at the end of last Sunday's show, which drew a peak audience of 13.9 million, but was saved by the public vote after a judges' deadlock forced the decision.
'The X Factor' fans have taken to Twitter to question the decision, with some branding the change a ploy to up Amelia Lily’s chances of dodging a place in the bottom two on this Sunday's show.
Her popularity with voters on the show has dropped since last Sunday's sing-off, with some news sources suggesting that she is due to land in the bottom two this week.
Comments on Twitter included, "Marks and Spencer replaced the end of the advert with Amelia. What about Misha!" and "It’s a fix."
A spokeswoman for Marks and Spencer said: "We have been editing the ad since the beginning [of the elimination stages] and will continue to do so up until the finals."
The ad has already attracted its fair share of controversy, due to its weekly changes to the line-up, which originally included all 16 'X Factor' finalists and still does in some of the group shots.
Marks and Spencer cut Cocozza after he was thrown off the show for boasting about cocaine-fuelled sex sessions. Prior to that, the re-editing of the campaign was not known.
Rainey Kelly Campbell Rolfe Y&R was not available for comment about the re-editing of the ad.
Follow Mark Banham on Twitter @Banham72
This article was first published on mediaweek.co.uk
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Category Manager Pearson Competitive salary & performance related bonus & benefits, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Retail Marketing Manager - Maternity Cover Tottenham Hotspur Football Club Up to £35,000 pro-rata, Tottenham and Enfield
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...