Marks & Spencer (M&S) is welcoming spring with a vibrant new campaign, ‘Love That,’ designed to uplift and inspire. Focused on spreading joy through style, the campaign encourages individuals to embrace the positivity that the season brings, all while celebrating the powerful ripple effect of a simple compliment.
The ‘Love That’ initiative marks a bold step change in the retailer’s spring collection, featuring a stunning array of women’s fashion and accessories. From effortlessly chic everyday pieces to show-stopping evening wear, M&S aims to inspire customers to curate their wardrobe in a way that not only boosts their own confidence but also creates an uplifting atmosphere for those around them.
Anna Braithwaite, M&S’s Clothing and Home marketing director, explains the ethos behind the campaign: “The joy of giving and receiving compliments reinforces the idea that life is better lived with style, making it the ideal theme for our Spring collection. ‘Love That’ encourages all women to celebrate each other’s fashion choices.”
The campaign highlights the transformative power of compliments, beautifully illustrated through a narrative that begins with subtle, unspoken exchanges between women, which gradually build into a shared moment of joy. The film culminates with a close-up of a woman’s smile, symbolising the warmth and connection created by a simple act of kindness. This visual representation captures the essence of the campaign — that a compliment, no matter how small, can ripple out, creating positivity that spreads far beyond its initial spark.
The upbeat R&B track 1 Thing by Amerie sets the tone for the 30-second spot, reinforcing the campaign’s message of joy and empowerment. The commercial is set to run across a variety of platforms, including VOD, billboards, digital and social media, reaching an estimated 183 million people across all channels. High-visibility Out of Home (OOH) placements in London, Manchester, Glasgow, Newcastle, Leeds, Liverpool, Sheffield, and Bristol, including dynamic TFL escalator ribbons at Tottenham Court Road and Bond Street, will ensure the campaign dominates major cities, while fly posters in strategic locations further maximise its reach.
In-store and online activations, including a full takeover of M&S’s .com and physical stores, will further amplify the campaign’s message and provide customers with direct access to the new spring collection. This seamless integration across multiple touchpoints is designed to make ‘Love That’ impossible to miss.
At the heart of the campaign is the new spring collection itself, featuring light, airy fabrics and easy silhouettes perfect for a variety of occasions. Versatile pieces such as lace skirts, floaty tops, and soft cream and earthy khaki tones capture the essence of spring, offering a relaxed sophistication that can easily transition from casual brunches to relaxed evenings with loved ones.
For those looking to elevate their wardrobe as the day turns to night, the collection also boasts statement evening wear. Bold polka dot prints, vibrant red flashes of colour, and contemporary dresses and chic two-piece sets promise to turn heads and inject a dose of glamour into any spring outing.
Developed by the London-based creative agency Mother, the ‘Love That’ campaign is part of Marks & Spencer’s ongoing strategy to strengthen its credentials as a market leader in fashion. With media planning and buying handled by Mindshare, the campaign will be launched in two phases, each focusing on spontaneous moments of connection between the women featured in the film.
This vibrant new campaign builds on the success of M&S’s previous seasonal advertisements, following the brand’s memorable Christmas spot which featured Britain’s Got Talent’s Skylar Blu. Through ‘Love That,’ Marks & Spencer continues to champion the simple magic of compliments, reminding us all that life is better when lived with style — and shared with positivity.
So, this spring, embrace the season, give compliments freely, and let your style speak volumes. After all, who doesn’t love a bit of positive energy — we ‘love that’ for you.
Source;https://corporate.marksandspencer.com/media/press-releases/love-ms-launches-new-spring-25-campaign
