Marks & Spencer has launched another catchy TV campaign, this time set to the infectious soundtrack of Technotronic’s feel good hit from 1989, ‘Pump up the Jam’.
With a focus on its latest summer womenswear, menswear and kidswear collections, it follows on from the M&S TV ad launched in March starring actress and model Sara Sampaio – set to Cyndi Lauper’s 80s pop song ‘Girls Just Want to Have Fun’.
The new campaign continues the retailer’s “journey to broaden appeal and elevate style perceptions”. It was developed by Mother Design, with the film directed by Tanu Muino, best known for creating music videos for Harry Styles, Lil Nas X, Cardi B, Sam Smith and, most recently, Dua Lipa.
The ad starts with a female model in a knitted and fitted halter neck dress with side split standing by an infinity pool with her shoulders pumping to the beat. The camera pans out and her foot is on a pump moving to the beat as she inflates a giant blue swan.
Set against a series of sunny holiday scenes the rest of the cast look effortlessly cool wearing pieces from M&S’ summer collection comprising summer co-ords, sequin embellished skirts and dresses “for pool-to-evening glam”, as well as linen tailoring and swimwear in eye-catching fabrics, colourways and silhouettes. All while pumping up giant inflatables without breaking a sweat. The tag line is ‘this summer, keep your cool’.
Anna Braithwaite, Marketing Director for Clothing & Home at Marks & Spencer, said: “Summer is a time when our customers are prioritising socialising and making the most of the warmer weather and the lighter evenings. It’s also a time when we want to have a bit of fun with our wardrobe.
“We want effortless style, versatile pieces for day-to-night dressing and pops of colour to reflect the mood of the season. So, this year we’ve bottled up everything we know our customers love about summer and added a dash of poolside glamour to create a vibrant and infectious campaign serving up style inspiration that will be impossible to miss!”
Launched last night and running until 5 June, the TV campaign is being supported by radio, print, OOH – including a takeover at Oxford Circus underground station – digital display, VOD, CRM, paid and organic social, in-store activity and window takeovers.
