M&S may still be firefighting its cyberattack with online sales remaining suspended, but it’s continuing to market its increasingly popular offer heavily and on Thursday unveiled its summer campaign.
Dubbed Summer Like You Mean It, the new campaign has launched in stores and elsewhere, “inviting customers to celebrate all the small things that make summer unforgettable – with style for big plans and small moments”.
It’s being seen across VOD, billboards, digital and social platforms, with the retailer saying the campaign should reach an estimated 7.3 million people across all channels. Its OOH presence will “dominate London, Manchester, Edinburgh, Liverpool, and Sheffield with billboards in high impact locations, maximising visibility, alongside taxi wraps in London and Manchester”.
The campaign features 10-second and 30-second AV content, set to the track All The Small Things by Blink 182, with the retailer saying the visual narrative “reinforces our position as a leading destination for stylish, quality clothing and elevates small relatable moments into epic fashion moments”.
This comes as retailers are ramping up their high-summer campaigns, buoyed by strong bookings for sunshine holidays and plenty of unexpected early sunshine in the UK itself.
M&S’s ad opens with a woman stepping off a plane, “greeted by the warm, golden air of summer. A gentle breeze ripples through her hair and clothes – it’s that unmistakable moment when the holiday truly begins”.
She’s joined by her family, with the ad moving on to a poolside scene then moving through the day to close with a sunset finale.
Cue plenty of opportunities to promote not only fashion products but beauty too.
In womenswear it’s focusing on crochet co-ords, swimwear, shell-inspired jewellery, metallic sandals and kitten heels. In menswear we see summer suiting in lightweight linen, jacquard print shirts, banana leaf prints and Autograph leather fisherman sandals.
For kids there are relaxed fits and lightweight fabrics with linen co-ords, crochet separates, tropical accessories, coastal-inspired swimwear, and poolside pieces across sunglasses and footwear.
In beauty, there’s own-brand summer fragrances, plus the return of the M&S Summer Beauty Bag with a selection of hero products across brands and own-brand beauty.
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