Lorraine Kelly is to star in her first TV campaign advertising fashion for the "forgotten 50s".
The multimillion-pound campaign for retailer JD Williams follows findings that the age group feels "ignored and left out" by the UK high street.
Women over the age of 50 currently spend more than £2.5 billion per season on fashion, according to figures from Kantar Worldpanel, with 90% of British retailers seeing most growth from the 50-plus sector.
But a study for JD Williams found almost three quarters of women over 50 feel the high street targets them with clothing designed for younger people.
The retailer's ad, set in a coffee shop, shows television presenter Lorraine dancing with other patrons and will screen around and during Emmerdale, Coronation Street and The X Factor from Friday.
Angela Spindler, chief executive of JD Williams parent company N Brown Group, said: "We wanted to produce an advert to highlight a major shift the brand has made this season in price, product and presentation.
"These key messages came from customer insight. We wanted to reflect our shoppers' celebratory attitude to life and of course feature our brand ambassador Lorraine, a celebrity that our customers relate to and look up to as a role model."
Lorraine said: "Filming JD Williams' first ever TV ad was incredibly exciting and equally nerve-wracking.
"I am just delighted to be part of a fashion revolution for the over 50s and to help women realise that they don't have to give up on fashion once they reach a certain age."