Case One: Marks and Spencer
Marks and spencer is know greatly for its fun, loving advertising. Kidswear is huge around the 'back to school' campaign but also shares playful, kids orientated adverts year round on http://www.marksandspencer.com/s/mands-tv.
This video, is a marketing advert using children to sell the clothes, as good quality to parents. Using phrasing such as 'and we are kids, so we are experts' creates a both a trusting advert and also reassures parents that the clothing is child suitable.