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Magic and Sparkle, full title Believe in Magic and Sparkle, was an advertising campaign launched by British retailer Marks & Spencers in November 2013.
With a commercial starring Rosie Huntington-Whiteley, David Gandy and Helena Bonham Carter, it became widely liked on YouTube (although its initial appearances were on ITV1 and Channel 4).
The words Believe in Magic and Sparkle were written in a specific font designed for the company; https://images-na.ssl-images-amazon.com/images/G/02/00/00/18/78/25/12/1878251222.jpg
Their print advertisements which appeared in a few British newspapers were widely liked due to the pretty but unnamed female model who appeared in them (it was not, contrary to popular belief, Rosie Huntington-Whiteley; she was only in the television adverts).
Both went viral over a couple of weeks; adverts uploaded onto YouTube, the press adverts scanned and posted on female celebrity picture/showbiz photo sites.
#MagicandSparkle was the Twitter hashtag widely used; there was an urban legend that Selena Gomez and Taylor Swift posted these, but it remains that.
The advert was widely commented on over social media during Christmas 2013 and remains popular even past the Christmas season.
Fans have been campaigning for more of the Magic and Sparkle, and see it as a brand name, although speculation remains as to whether there will be more adverts of this nature.
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