The second phase of M&S’ 2024 Big Autumn Energy campaign has launched, with a seasonal ad focusing on its latest menswear collection.

Developed by creative agency Mother Design and Mother, the omnichannel campaign centres around a 30-second clip showing that the retailer’s approach to the new season is full of optimism and style with a ‘big energy’ wardrobe.

The fashion-first campaign was conceived as part of M&S’ ongoing growth by broadening its appeal and elevating its style perception, particularly with younger generations.

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The new campaign aims to increase consideration amongst a broader, younger and more fashion-led consumer while continuing to appeal to the M&S heartland.

A set of stills, being used for a series of out-of-home and print executions, bring the spirit of the film to life in a similarly elevated style, increasing the brand’s fashion credibility among a more fashion-led consumer.

Directed by Lope Serrano, AKA Canada, the film features Jon Kortajarena as he showcases the fashion aesthetic punctuated by ordinary, everyday scenarios, set to the electronic dance track, Turn Down for What – by DJ Snake & Lil Jon.

Mother Design executive creative director, Kirsty Minns said the campaign was the first stage of a “great transformative journey” towards creating positive fashion fame for M&S.

“The role of brand, design and art direction in influencing fashion and style perceptions cannot be underestimated,” she added.

“Working with M&S, we have continued to move the dial in terms of consumer perceptions, an approach which is starting to pay dividends.”