The X Factor finalists have joined forces with one of the UK’s biggest brands to produce a festive advertising campaign, first aired on television on Sunday night.

The 16 acts perform a version of the Christmas classic When You Wish Upon A Star for the Marks & Spencer advert, first shown on ITV1 during the live eviction show.

Arranged by Ivor Novello-winning producer Richard Stannard, the song provides the soundtrack to a variety of festive celebrations.

Steve Sharp, executive director of marketing at Marks and Spencer, said: “Our TV campaigns have become almost legendary and for many customers mark the start of Christmas.

“This year we wanted to surprise them with something really special and I think we’ve delivered.

“The X Factor version of the song is simply magical, giving a contemporary twist to a Christmas classic, just like M&S this year.”

The advert opens with a young girl unwrapping a red and white teddy on Christmas morning and then shows different generations celebrating the day.

Centred on the theme “may all your Christmas dreams come true”, the festive scenes will change during the course of the campaign, showcasing different products, the retailer said.

Shot by London-based agency Rainey Kelly Campbell Roalfe/Y&R and directed by Toby MacDonald, the advert will continue to be edited in the run-up to the X Factor final in December, highlighting the remaining contestants.