M&S launches ‘Anything but Ordinary’ spring style campaign

M&S has today launched a new 30 second spring style advertising campaign across TV, print and Instagram reels under its ‘Anything but Ordinary’ brand platform.

It features models dancing to “Gonna Make You Sweat (Everybody Dance Now)” by C+C Music Factory, as the retailer gears up for the return of holidays and special occasions.

As part of its reshaping, M&S wants to be “more relevant, more often” to its 22m customers’ spring wardrobes, where there’s opportunities to grow in key categories such as casual dresses. The new campaign curates and puts a spotlight on the style and value on offer at M&S.

Value price point products are highlighted throughout the campaign, from a double breasted trench coat priced at £35, to flat leather flat mules at £39.50.

With holidays now back on the agenda, swimwear is a top search on the M&S website, and 65% of M&S customers are planning a holiday before August, with nearly 80% planning to buy clothes for it. Additionally, over 40% are already attending a special occasion such as a wedding, with 70% planning to buy a new outfit for it.

Anna Braithwaite, M&S’s Clothing & Home Marketing Director, said: “We’re reshaping the future of M&S clothing with relevant product for how our customers are living and working in 2022. This spring, our new products are all about offering our customers the very best everyday style, quality and value for a season of socialising – whatever the weather - and all made with quality at the heart of their design.

“Our campaign aims to show this off with a confident, playful, and fun campaign set to an incredibly iconic and feel-good track.”

As Easter fast approaches, customer searches for holidays are even higher than pre-pandemic levels. M&S has already responded to this, as last month it launched  its ‘holiday shop’ in-stores and in a prominent position online and on the M&S app.