Marks & Spencer has launched its new autumn/winter campaign with Mother Design.
The campaign has two distinct installments, starting with ‘She’s back’, a film directed by Tanu Muino that marks the comeback of autumn after the spontaneity of summer. This first chapter will be followed by ‘Let’s go autumn’, which launches on 9 October.
‘She’s back’ opens on a woman returning to her daily rhythm after summer’s end. The film is set to the energetic track Perfect by Princess Superstar. The film follows her as she gets ready for the day and heads out into the new season.
The campaign covers video-on-demand, billboards, digital and social channels and aims to reach more than 7.7m people across its run. Out-of-home visuals will feature in London, Manchester, Liverpool, Leeds, Bristol and Birmingham, including placements on TFL escalator ribbons in Bond Street and Liverpool Street and posters in other prime locations. M&S will also launch a full own-channel takeover online and in stores, with additional amplification through influencer partnerships.
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“Cooler days call for a reset,” said Ted Lovett from Mother Design, “From September’s back-to-it energy to that first autumnal pumpkin spice latte, the season isn’t just one moment, it’s a series of possibilities. This campaign captures the energy of autumn, showing how M&S style moves with you all season long”.
The campaign was conceived by Mother and Mother Design, produced by RiffRaff Films, with media planning and buying handled by Mindshare, part of WPP Media. It will continue through to the end of 2025.
