M&S has kicked off its summer clothing campaign with a series of effortlessly poolside cool imagery, with this season’s theme being ‘sun, sea and stylish wardrobe’.
The hero campaign was developed by Mother and directed by Tanu Mauino who is best known for creating high-profile music videos for the likes of Harry Styles, Cardi B and Dua Lipa.
The ad itself is set against a series of sunny holiday scenes with the cast looking effortlessly cool while wearing pieces from M&S’ summer collection.
Set to the soundtrack of Technotronic’s feel good hit ‘Pump up the Jam’ – which has separately gone viral after it was popularised by Hype Gran at the London Marathon – the ad ends with the line “this summer, keep your cool”.
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Launching from today (9 May) until 5 June, the campaign will run across TV, VOD, radio, print, OOH, including a takeover of Oxford Circus Underground station, digital display, paid and organic social, PR, ecommerce, CRM and window takeovers.
“Summer is a time when our customers are prioritising socialising and making the most of the warmer weather and the lighter evenings. It’s also a time when we want to have a bit of fun with our wardrobe,” said M&S marketing director Anna Braithwaite.
“This year we’ve bottled up everything we know our customers love about summer and added a dash of poolside glamour to create a vibrant and infectious campaign serving up style inspiration that will be impossible to miss!” she added.
