M&S’s fashion operations are bouncing back with a vengeance and the newly-confident retailer has unveiled the spring collection and the campaign that it hopes will drive sales growth further.
We’re told the ‘Love That’ campaign “marks a step change in season with a bold and stylish statement, focused on spreading joy through style, and encouraging individuals to embrace the uplifting energy that comes with spring”.
The retailer said it’s celebrating “how a well curated look that makes you feel good on the inside, can positively impact those around you — creating a ripple effect of happiness”.
The ad “captures the journey of a compliment as it reverberates from woman to woman. It begins with a subtle, almost unspoken exchange, gradually building in strength and culminating in an openly expressed compliment. Closing with a close-up of a woman’s lips, gently curling into the beginnings of a smile, symbolising the warmth and connection created by a kind word — championing the powerful ripple effect of giving compliments and leaving viewers with a sense of joy and a desire to keep the positivity flowing”.
The campaign includes daytime and evening looks “from jackets so iconic you’ll want to double up, to shoes you’ll fall head over heels for”.
So, let’s look at the practical details. The campaign includes 10-second and 30-second AV content, set to the upbeat R&B track 1 Thing by Amerie, the visual narrative aiming to “reinforce our position as a leading destination for stylish, quality clothing”.
Running across VOD, billboards, digital and social platforms, it should reach an estimated 183 million people across all channels.
The retailer’s OOH presence “will dominate” London, Manchester, Glasgow, Newcastle, Leeds, Liverpool, Sheffield and Bristol, with London TFL escalator ribbons in Tottenham Court Road and Bond Street tube stations, billboards across London Underground, and fly posters in “high-impact locations, maximising visibility”.
It will also exist as a “takeover” on its own webstore, as well as in-store.
