Marks & Spencer embraces spring with new ‘Love That’ ad campaign

Marks & Spencer is getting in the spring spirit with the launch of a new advertising campaign under the title of ‘Love That’.

Kickstarting "10/10 dressing" for spring 2025, the campaign marks a step change in season with a bold statement "focused on spreading joy through style".

Featuring 30 second and 10 second video content, set to the upbeat R&B track ‘1 Thing’ by Amerie, the visual narrative aims to reinforce the high street retailer’s position as a leading destination for stylish, quality clothing – while hammering home a feelgood factor.

The ad "captures the journey of a compliment" as it reverberates from woman to woman. It begins with a subtle, almost unspoken exchange, gradually building in strength and culminating in an openly expressed compliment.

Closing with a close-up of a woman’s lips, gently curling into the beginnings of a smile, the concept is about symbolising the warmth and connection created by a kind word – "championing the powerful ripple effect of giving compliments".

Running across VOD, billboards, digital and social platforms, the campaign will be "unmissable", reaching an estimated 183 million people across all channels.

The out of home (OOH) presence will be most prevalent in London, Manchester, Glasgow, Newcastle, Leeds, Liverpool, Sheffield and Bristol, with London TFL escalator ribbons in Tottenham Court Road and Bond Street, billboards across London Underground, and fly posters in high impact locations, maximising visibility.

Alongside that, a full own-channel takeover on, as well as in-store imagery, will further amplify the campaign’s message.

New spring 25 product featured in the campaign includes "light, airy fabrics and easy silhouettes", with lace skirts and floaty tops in soft creams and earthy khakis. There’s also contemporary dresses, two-piece sets, polka dot prints and flashes of vibrant red to see in the new season.

Anna Braithwaite, Marketing Director of M&S Clothing and Home, said: "The joy of giving and receiving compliments reinforces the idea that life is better lived with style, making it the ideal theme for our Spring collection. ‘Love That’ encourages all women to celebrate each other's fashion choices."