Craftsmanship is the key concept in Marks And Spencer's autumn/winter ad campaign, which features splashes of paint and an exploding sheep. Watch the new M&S ad above.

This fresh and fun ad for M&S is rather more conceptual than you'd expect from the 141-year-old retailer. There's flying paint, bold graphics, CG weaving and some quirky use of scale – and some rather lovely use of colour, contrast and framing.

Underpinning this is an emphasis on the craft behind the design and production of its clothes and food.

The ad's VFX were created by MPC, under VFX supervisor Kamen Markov. The spot was produced by Rogue for RKCR/Y&R and edited by Final Cut.

The ad will appear on UK TV tonight from 7, and be used in 50 territories around the world.

You can watch M&S's behind-the-scenes promo video below.