M&S spring style campaign puts bigger focus on men's and kidswear

By

Sandra Halliday

Published
Mar 24, 2023

M&S has unveiled its spring style marketing campaign as the latest iteration of its ‘Anything but Ordinary’ brand platform. It’s interesting that the company said the campaign “has an upweighted focus on kids and menswear — including menswear-specific ads — as the retailer reinforces the strength of its offering in these categories”.  

Overall, we’re told it “serves up seasonal style inspiration for the whole family — featuring stylish and versatile pieces that are designed around the multi-faceted lives of M&S customers, all underpinned by M&S’s trusted value and sustainability promises”.

There’s a 30 second TV commercial that “moves between busy cityscapes and relaxed sunny afternoons in the park against the backdrop of eighties synth pop track, Enola Gay by Orchestral Manoeuvres in the Dark — providing an uplifting beat to welcome in the new season”.

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Shot on location for the first since the pre-pandemic period, it runs up to 19 April and will also include print (with cover wraps part of the print focus), digital out of home, digital display, M&S dotcom, CRM, in-store and window takeovers, and editorial. 

“Influencers and M&S insiders” will also share spring style inspiration with their audiences throughout the campaign.

Clothing & Home marketing director Anna Braithwaite said: “After what has felt like a long winter, we’re bringing our customers a much-needed dose of spring sunshine with this vibrant, feel-good campaign. 

“This is the second time a spring campaign has been born out of our brand platform – Anything but Ordinary – which, since it first launched, has helped us increase style perceptions across all departments.”