M&S has kicked off its 2024 summer TV campaign with a bang, featuring the catchy tune 'Pump up the Jam' by Technotronic, as it strives to expand its appeal and enhance its fashion image.
The campaign showcases the retailer's latest summer collections for women, men, and kids against picturesque holiday backdrops, featuring sparkling sequin skirts and embellished dresses.
Developed by Mother Design and directed by Tanu Muino, known for work with Harry Styles and Dua Lipa, the campaign is set to run until June 5th. It encompasses various channels including radio, print, out-of-home advertising (OOH), digital platforms, and in-store promotions, including a prominent display at Oxford Circus underground station.
Anna Braithwaite, M&S's marketing director for clothing and home, emphasized the campaign's focus on capturing the essence of summer fun and style. She highlighted the desire for effortless yet chic wardrobe options, adaptable for day-to-night wear, and infused with vibrant colors to match the season's vibe.
Braithwaite expressed excitement about the campaign's energy and glamour, aiming to provide customers with irresistible style inspiration throughout the season. With its blend of music, fashion, and summertime vibes, M&S hopes to make a splash and leave a lasting impression on shoppers.
Image: Youtube
