As the days grow longer and the promise of warmer weather inches closer, Marks & Spencer (M&S) ushers in the new season with the launch of its eagerly anticipated Spring Style campaign. This latest chapter in its ‘Anything but Ordinary’ brand journey is a celebration of individuality, style, and the joy of spring dressing. The advert has been developed by their in-house creative team, which goes to show just how talented internal talent can be!
A Bold Leap into Spring Fashion
M&S is on a mission to refresh and elevate the public’s perception of its fashion offerings, and the Spring Style campaign is at the heart of this transformation. Encompassing womenswear, menswear, and kidswear, the campaign is a 360-degree fashion feast that aims to inspire and excite. Through a series of films and still images, M&S showcases a range of bold, foundational, and versatile pieces that promise to be indispensable additions to any wardrobe. These offerings are grounded in the quality and value that customers have come to expect from the retailer.
The Spotlight on Sara Sampaio
At the forefront of the campaign are two captivating 30-second TV commercials featuring the renowned actress and model Sara Sampaio. Transforming her surroundings into a vibrant catwalk, Sampaio embodies the spirit of the new womenswear Spring collection with confidence and a playful charm. Lip-synching to Cyndi Lauper’s iconic hit “Girls Just Want to Have Fun,” which has been confirmed as part of this year’s Glastonbury line-up, the campaign injects a sense of infectious joy and vibrancy that mirrors the essence of spring.
A Symphony of Style and Music
Anna Braithwaite, M&S Marketing Director for Clothing & Home, expresses the ambition behind the campaign: “We wanted to turn heads this Spring with a campaign that really showcases the style journey we’re on and inspires the nation to have fun with their wardrobe. Embodying the spirit of the season, it’s confident, playful – and set to a track that our customers are sure to be humming throughout the season!”
An Expansive Campaign Rollout
Launching on the 21st of March and continuing in two phases until the 8th of May, the campaign’s presence will be felt across a broad spectrum of media. Viewers can catch the creative executions in various formats on TV, with both 30 and 10-second edits, as well as on radio, and in print, featuring double-page spreads, full pages, and outside back covers. The campaign also makes a mark outdoors, with flyposters introducing a new format for M&S, digital out-of-home (DOOH) displays, video on demand (VOD), and digital displays, including homepage takeovers.
The digital realm will be abuzz with activity through both paid and organic social media, including influencer engagements, alongside PR, e-commerce, customer relationship management (CRM), and in-store presentations that include window takeovers.
With its Spring Style campaign, M&S is set to redefine the fashion landscape this season, offering style inspiration that is anything but ordinary. The campaign not only highlights the brand’s commitment to fashion excellence but also encourages customers to embrace the joy and playfulness of dressing up as the world awakens to the vibrant possibilities of spring.
