M&S ‘Love That’ Autumn Collection: Let there be light

And so to M&S, and why not we hear you ask, after all, the retailer appears to have regained its va-va-voom following last year’s disastrous data breach. As if to hammer home the point, here comes the third instalment of its “Love That” campaign which has helped propel M&S to number 1 for style, according to YouGov’s Fashion Retailer Rankings.

Created by Mother, the activity sees Gillian Anderson return as the retailer’s chief compliments officer to promote its autumn collection, designed to celebrate the shared love of style among women and highlight the joy that compliments bring. Media has been handled by Mindshare.

Spearheaded by a film, shot in the National Art Library at the V&A, Gillian is seen studying a book from “Marks & Spencer Publishing” entitled “Compliments Vol VI – XII”. As she leafs through the tome, young models parade by, although one item, a £70 faux fur jacket from the new collection causes a stir.

One compliment sparks another, creating a chain reaction of appreciation that travels through the room. One model then chases after the other who has stolen her jacket and is parading it on the upper level. “Oi, that’s mine, ” she says, leading our Gillian to respond with a “Ladies, shhhh. Love that”, which is greeted with a “thanks”.

Directed by Rubberband through Smuggler, the film is set to Let Me Think About It by Ida Corr vs Fedde Le Grand and debuts looks from the autumn collection, 68% of which is priced under £50.

M&S marketing director, fashion, home and beauty Sharry Cramond said: “After celebrating a summer of ‘Love That’, we’re excited to keep building that momentum into autumn, the single biggest style moment of the year. It is the season all about the pieces that catch your eye, spark a compliment and inspire you to share the look with someone else. Fashion has always been a powerful way to connect, and our ‘Love That’ platform celebrates those moments of admiration, recommendation and inspiration that happen every day.”

Mother London executive creative director Hollie Walker added: “There’s a very specific kind of joy in being complimented on a fresh look. It’s a tiny victory but one that can be repeated over and over again. We wanted to capture that feeling and bring ‘Love That’ to life as M&S’ celebration of the clothes we can’t help but covet.”

So, what is the consensus around the Decision Marketing office?

Well, if it’s a showcase of the autumn collection you are after, you might be a little disappointed. No doubt the faux fur number will fly off the shelves; as for everything else, you’ll have to visit the store or go online as the ad is so dark you cannot see anything else, other than maybe a jumper and a black skirt.

Now maybe, just maybe that is the idea to get shoppers to seek out the collection, but it seems to us they have chosen style over substance. Mind you, with just seven words and a shhhh, we want the scriptwriter’s job…

Decision Marketing Adometer: A ‘flick the switch sister’ 7 out of 10