The high street chain described its ‘Spend it Well’ push is ‘a call to action – designed to inspire and enable people to make every moment special by focusing on the quality experiences, people and things that really matter.’
The retailer continued: ‘Spend it Well’ is about grabbing life, burning the nice candles, wearing your best coat, breaking out the best biscuits, saying no to food that doesn’t take you to extraordinary places and, yes, never settling for uncomfortable knickers.’
The advert is narrated by award-winning British actress Helen McCrory and set against a new arrangement of singing star David Bowie’s classic song ‘Rebel Rebel’
Patrick Bousquet-Chavanne, executive director of customer, marketing & M&S.com said: “Our ‘Spend it Well’ campaign is a radical departure from where we’ve been previously. It speaks to deep truths about our customers – based on a huge amount of research and listening – and celebrates their lives in a way which is new and innovative for the brand.
“To remain relevant and attract new customers, we need to get people thinking differently about M&S and recapture our position as a pioneer in culture.
“That’s why the energy, swagger and spirit of ‘Spend it Well’ is so important. It’s about empowering our customers to say no to the ordinary, so they can say yes to the best. We’re committed to helping our customers embrace this attitude by creating and curating the world’s finest, freshest and most inspiring food, by understanding what clothing fits and flatters today’s modern woman, and by ensuring this philosophy is applied across the entire customer experience.”
The ad is part of an integrated campaign including TV, social, digital, press, outdoor, radio and in-store activation. A new, bespoke TV ad for food launched on Thursday (May 11), with targeted executions for home, clothing, M&S Bank and its rewards club Sparks following later in the year.