At this time of year it is virtually impossible to escape ‘back to school’ adverts and they are usually a drab affair as retailers go through the motions.

Marks & Spencer has proved this does not need to be the case and has shown how a repetitive theme such as ‘back to school’ can be made compelling with a well execute campaign.

Its ‘Every Milestone’ campaign focuses on the memorable moments in a child’s school life with a series of TV spots ranging from the excitement of their first day to joining their first sports team.

The retailer’s long-standing ad agency Rainey Kelly Campbell Roalfe/Y&R cast non-actors for all the children that star in the adverts, who give their unscripted views on M&S’s schoolwear.

Marks & Spencer strikes gold with its back to school ad

Marks & Spencer executive director of marketing and international Patrick Bousquet-Chavanne said: “We wanted to create an inspiring campaign that uses warmth, spontaneity, fun and emotion to tell stories about our unique schoolwear innovations, which help enhance our customers’ lives every day.”

The clothing innovations in the adverts include ‘adjust-a-hem’ trousers, ‘expandicuff’ shirt sleeves and ‘skorts’, a pair of cycle shorts with a flap across them to give the impression of a skirt.

Bousquet-Chavanne said the campaign will feature a strong digital and social element based around an #everymilestone hashtag because schoolwear is one of the company’s most popular online purchases.

The three different executions of the TV ads air for two weeks in Northern Ireland from August 1 and in England and Wales from August 14.

Each of the charming executions suggests that Marks & Spencer could be on a return to form when it comes to its advertising. Embattled chief executive Marc Bolland will certainly hope so.