The festive tradition of the Marks and Spencer Christmas ad campaign is sprinkled with British celebrities this season, as it tries to capture cash-strapped shoppers.

This year's ads will be narrated by national treasure Joanna Lumley, and feature other favourites such as Wallace and Gromit, Stephen Fry and Strictly Come Dancing star John Sergeant, as well as regulars Twiggy, Myleene Klass and Noémie Lenoir.

But they will be joined by some edgier faces, such as actors James Nesbitt and Life on Mars and Ashes to Ashe s star Philip Glenister.

M&S will run nine adverts - the most ever - for its food and clothing, including about four longer ads based around the theme that Christmas would not be Christmas without M&S.

Steven Sharp, marketing director, said M&S would spend slightly less than £10m on the campaign, roughly the same as last year, even though the ads would be shorter than those in 2008.

Last year the retailer employed Take That, "which cost a couple of quid", said Mr Sharp. In preceding years it featured Antonio Banderas and Shirley Bassey. This year's campaign features the largest line-up of individuals for four years. Mr Sharp said though the media was "congested" at Christmas, it had invested in "a few well chosen celebrities".