Marks & Spencer claims "the art of" in new campaign

Marks & Spencer has struggled to sell its clothes as well as its food, so it makes sense that the store's new fashion campaign should borrow stylistically from its "adventures in" food ads.

M&S fashion campaigns usually launch with a big print ad starring prominent British women, shot by a famous photographer. But the new campaign, which was created by Rainey Kelly Campbell Roalfe/Y&R, began with a TV spot that aired on TV on Wednesday 2 September. The ad combines close-ups of needles and thread, and other tailoring paraphernalia, with shots of models being splashed with colour, and it’s backed by an instrumental version of Mark Ronson’s Uptown Funk. The strapline is rather confident, too, proclaiming: "Only one store does it like this."



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