"This Summer, Keep Your Cool"

10 May 2024

30s

Positioning is everything.

Positioning is everything. Marks & Spencer can't afford to take themselves too seriously when it comes to fashion, so this is a perfect approach as it presents their summer range in earnest, but is is simultaneously tongue in cheek. It's also cool and funny at the same time, and this also feeds into the same level of well-judged self-awareness.

The unsmiling faces of the participants, especially the children, adds to the sense that this is a pastiche of advertising in this sector of the market, but the track choice and the continuous pumping is a reminder that the retailer knows its place.

UK

High Street Retailers