Under siege Marks & Spencer has taken the unprecedented step of launching a new ad campaign without a single mention of its online stores as the retailer continues to battle with the hack attack that has thrown its business into turmoil for the past six weeks.
‘Summer Like You Mean It,’ devised by Mother invites customers to celebrate all the small things that make summer unforgettable, and showcases styles for both big plans and small moments. However, it cannot mention M&S.com as the site is still down, with – by its own admission – disruption likely to continue into July.
Spearheaded by a film featuring Blink 182’s All The Small Things, the visual narrative is designed to reinforce M&S’s position as a leading destination for stylish, quality clothing and elevates small, relatable moments into memorable fashion experiences.
It also introduces four limited edition fragrances of Airport Arrival, After Sun Snooze, Cool Blast, and Salty Skin, available in 100ml bottles.
The film 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, as she is then joined by her family, all smiles.
The scene transitions to a poolside setting, where the woman spritzes herself, soaking in the scent of summer, inspired by the smell of sun cream, while her children leap joyfully into the water. Next, we see another woman cooling off while opening a freezer packed with ice lollies. A refreshing wave of cold air washes over her, providing sweet relief from the heat.
It concludes with a sunset scene: she steps onto her balcony, basking in the amber glow after a long day in the sun. The air is still warm, the sky fades into dusk, and there is a buzz of anticipation for the evening ahead.
The TV campaign will be backed by digital, and social executions, while OOH advertising will run in London, Manchester, Edinburgh, Liverpool, and Sheffield with billboards in high-impact locations, alongside taxi wraps in London and Manchester.
Mother Design partner Kirsty Minns said: “It’s the small moments, tucked between big plans, that often feel the most memorable. With ‘Summer Like You Mean It,’ we’re showing how a holiday in style can transform those little moments into the big, special memories they truly are.”
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