M&S unveils new autumn style campaign with TV, print and digital offerings
High street retailer M&S’ new Autumn 2012 ad campaign aims to make clothes the hero of the piece by using a selection of models representing all ages and sizes of M&S’ broad customer range.
The theme of the new ads is ‘For Every Woman You Are’ and will feature across print and TV executions as well as an extensive digital campaign. Taking some of the season’s key trends – Military, Ladylike, Geometric and Texture – there is one TV and one print ad per trend.
The TV adverts, which will air from Wednesday 5 September, show the models in a catwalk style format and studio environment, taking various poses to show off their outfits. In each print execution a selection of six models are shown wearing outfits taken from all of the M&S brands.
To appeal to a wide audience M&S selected ten models ranging from age 20 to 57, and size eight to 16. In addition to the print and TV advertisements M&S has also created a bespoke digital package starting with a teaser phase of Tweets and Facebook posts.
Each of the ads will also carry an Aurasma symbol which links through to a digital e-zine where the models will ‘come to life.’
The retailer also worked closely with multichannel video agency, Adjust Your Set, to create an interactive 360 degree behind-the-scenes experience for customers, featuring ‘how-to-style’ content and tips, behind-the-scenes footage, and guides to M&S products which complement the outfits shown in the TV and print ads. These videos are available across multiple M&S sites including M&S TV, Facebook and blog site M&S Stories.
The advertising concept was created by Rainey Kelly Campbell Rolfe Y&R and was directed by Jake Nava, the man behind hit music videos including Beyoncé’s ‘Single Ladies’ and Adele’s ‘Someone Like You.’
Content created with:
Rainey Kelly Campbell Roalfe/Y&R.
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