"The Summer of Love"

5 May 2026

40s

Don't say it if you don't mean it.

Amelia Dimoldenberg takes over from Gillian Anderson for M&S's summer advertising, bringing her distinctive charm into the equation as she, like Anderson before her, hands out compliments to those sporting the brand's fashions. She is a great choice as she somehow combines a laconic air, which is cool AF, with complete sincerity.

From DAVID's vantage point, Mother's plan for M&S appears to be creating a seismic shift in brand perception and if this is being backed by a commensurate improvement in the clothing on offer in their stores, the fortunes of the fashion side of the business, which has - in recent years - relied on the grocery side of the business to keep it afloat, will soar once again.

in this pair of playful ads, Dimoldenberg is cast as a more casual observer than Anderson was in the previous work, but the effect is the same, and you have to hand it to whoever has chosen these two ambassadors for the brand... as they clearly know what they're doing.

UK

High Street Retailers