The campaign unites M&S’ historically disparate food and clothing and home divisions and is designed as a “call to action” to focus on the “experiences, people and things that really matter”.
It is running on TV, across digital channels, in-store and across M&S Bank and feature as part of its membership scheme Sparks.
Narrated by renowned British actor Helen McCrory, the TV campaign is set to a new arrangement of David Bowie track Rebel Rebel and features women of all ages in empowering and inspirational scenarios.
M&S said: “‘Spend it Well’ is based on the insight that, in a world of abundance, people increasingly seek out what is important: the quality experiences, people and things that make life special. M&S exists to help its customers make the most out of every moment, every minute, and every mouthful.
“‘Spend it Well’ is about grabbing life, burning the nice candles, wearing your best coat, breaking out the best biscuits, saying no to food that doesn’t take you to extraordinary places and, yes, never settling for uncomfortable knickers.”
Customer, marketing and M&S.com executive director Patrick Bousquet-Chavanne said: “Our ‘Spend it Well’ campaign is a radical departure from where we’ve been previously.
”It speaks to deep truths about our customers – based on a huge amount of research and listening – and celebrates their lives in a way which is new and innovative for the brand.
”To remain relevant and attract new customers, we need to get people thinking differently about M&S and recapture our position as a pioneer in culture.”
The TV advert will premiere on MS.com and on social media and run throughout ITV’s Good Morning Britain this morning. It will also appear in outdoor, press and radio media. A new food TV advert will launch on May 11.
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