Marks & Spencer unveils SS24 campaign with new TV ad starring Sara Sampaio

Marks & Spencer has launched a new TV ad campaign for SS24, starring actress and model Sara Sampaio and set to the soundtrack of Cyndi Lauper’s infectious 80s pop song ‘Girls Just Want to Have Fun.’

The 30-second advert sees Sampaio turning her world into a personal catwalk, "confidently and playfully bringing to life the style and versatility of the new womenswear spring collection".

The final scene sees Sampaio grabbing a coffee from a street vendor wearing flared jeans straight out of the 70s, as Marks & Spencer's ‘Anything but Ordinary’ strapline pops up on the screen.

Posting on LinkedIn, M&S Chief Executive Stuart Machin wrote:

"Spring has sprung! Our womenswear customers tell us they want to be stylish and have fun with their wardrobe. A big well done to the team who have captured this brilliantly with our new womenswear TV ad."

Anna Braithwaite, Marketing Director for Clothing & Home at M&S, added: "We wanted to turn heads this spring with a campaign that really showcases the style journey we’re on and inspires the nation to have fun with their wardrobe.

"Embodying the spirit of the season, it’s confident, playful – and set to a track that our customers are sure to be humming throughout the season!"

Launching today, 21 March, and running in two phases through until 8 May 2024, the campaign will play out across TV (in both 30 and 10 second edits), radio and print, including out of home (OOH) - with flyposters being a new format for M&S - digital out of home (DOOH), video on demand (VOD) and digital display – including homepage takeovers. There is also to be paid and organic social media activity, including with influencers.