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Marks and Spencer spring campaign

Client: M&S

Agency: RKCR/Y&R

Marks & Spencer (M&S) unveiled the details of its new Spring marketing campaign. Starring M&S models Dannii Minogue, Jamie Redknapp, V V Brown, Twiggy, Lisa Snowdon and Ana Beatriz Barros, the three-tiered campaign features a number of firsts for M&S under the brand-new ‘Only at Your M&S’ strap line. The campaign features:

•    The new Spring womenswear fashion ads – the first to incorporate the ‘Only at Your M&S’ branding.
•    The first ever M&S menswear TV ad starring Jamie Redknapp
•    TV and press ads that highlight innovative fashion products that boast unique and exclusive features that are only available at Marks & Spencer.  

Steven Sharp, executive director, Marketing at M&S, said: “We are extremely excited to be showcasing our fashion innovations for the first time on TV.  These products are unique to M&S and really encapsulate the meaning of the line ‘Only at Your M&S’.

Led by a showpiece 50 second TV ad, the campaign features TV, press, outdoor and online execution.

The two innovation ads highlight technology built into M&S clothing that’s not available from any other retailer. The two ads are:

Utterly Repellent Menswear – Features Jamie Redknapp and his friends getting caught by garden sprinklers wearing Stormwear suits. Stormwear technology repels water and prevents it from penetrating clothing – perfect for our ever changing weather. This technology features in a range of clothing including jeans, chinos and suits.

Killer heels that don’t kill – Lisa dancing the night away in Autograph Insolia heels with the strap line ‘killer heels that don’t kill’.  Insolia is an innovative technology designed to alleviate pain associated with wearing high heeled shoes.  It works through a contoured insole that shifts weight from the forefront of the heel making high heels feels at comfortable as flats.

The innovation TV ad is also supported by press advertising and will be followed up by more innovation TV ads in May.

Set to Michael Bublé’s “It had better be tonight” and inspired by the key seasonal trends for this Spring, the main TV ad shows the stars modelling for a magazine shoot in Miami. Four looks are featured:

The nautical Star In Stripes look sees the girls modelling chic striped dresses and coats at a marina location with big shades, stylish hats and fabulous footwear the order of the day;   

Have A Doris Day sees the M&S girls trying to ‘out-Doris’ each other in classic 50s inspired pieces;

Play Your Wild Card features Dannii and V V working a fierce Glamazon look, as the girls race across a river on an air boat;   

Finally the ad cuts to a glamorous pool party at dusk for the Oh So Sexy 70s look. Ana tries on stunning lingerie before making an appearance to join the other girls who are dancing the night away.
The ad finishes with the line, ‘Only at Your M&S’.

The campaign kicks off on Wednesday (23rd March) with the first airing of the 50 second ad on ITV1 in the ad break during Coronation Street.

The ads were shot by RKCRY&R and directed by Vaughan Arnell.

The ad is also available on M&S TV alongside a behind-the-scenes footage and outtakes video from the set.

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