There’s been a trend this year towards strongly product-centric ads, as retailers double down on activation over brand building. It feels like a safe bet, but it’s actually quite risky. While plenty of emotional blockbusters also have strong enough branding to drive sales, the reverse isn’t quite so true. But M&S have pulled it off – this is a solid 3-Star ad with the strongest Spike score (short-term potential) of any ad in our Top 10. Their formula for success is the mix of happy customers and lingering “food porn” product shots – which the brand have always been good at.