"Dress to Thrill"

30 July 2026

23s

Sexy cars... not jumble sale cardis.

There is a swagger about Marks and Spencer's advertising at the moment, and this is a prime example. Against all odds, they are succeeding in positioning the brand as one of the coolest on the block, and although, as always, the proof will be in the pudding, this looks like the kind of approach that will raise their relevance with the younger demographic that has had a tendency to overlook them for several generations.

The iconography is simple and exquisite. Director Tom Emmerson holds back the camera for a stunning reveal as we discover how the young woman in the frame is making her hair billow charismatically. This will stand out when it is spotted in the wild as, apart from anything else, even in an age when you can't trust your own eyes, viewers will be wondering whether the retailer strapped a model to a Formula One car... which is arguably more S&M than M&S, when you think about it.

UK

High Street Retailers