CommercialsPop PromosShort Films    UKInternational
Marks & Spencer
'This Summer, Keep Your Cool'
10 May 2024 30s
Positioning is everything.
by Jason Stone

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.

Music: Pump Up the Jam - Technotronic

Product Category: High Street Retailers

Territory: UK


agency
Mother
CD: Ted Lovett
Creative: Olivia Shortland (Bartle Bogle Hegarty) / Stephanie Flynn
Producer: Tommy Frankau
production
Riff Raff Films
Director: Tanu Muiño
Producer: Maurizio von Trapp
EP: Tracey Cooper
DOP: Ben Carey
Prod Design: Helen Gadjilova
1st AD: Lance Roehrig
Choreography: Denys Stulnikov
editing
Cabin Edit
Editor: Carlos Font Clos
vfx
Black Kite Studios
VFX Lead: Paul Wilmot
color
Company3
Colourist: Joseph Bicknell
sound
King Lear
Sound: Jack Sedgwick

  Marks & Spencer - 'This Summer, Keep Your Cool'


Marks & Spencer
'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.

Music: Pump Up the Jam - Technotronic

Product Category: High Street Retailers

Territory: UK


agency
Mother
CD: Ted Lovett
Creative: Olivia Shortland (Bartle Bogle Hegarty) / Stephanie Flynn
Producer: Tommy Frankau
production
Riff Raff Films
Director: Tanu Muiño
Producer: Maurizio von Trapp
EP: Tracey Cooper
DOP: Ben Carey
Prod Design: Helen Gadjilova
1st AD: Lance Roehrig
Choreography: Denys Stulnikov
editing
Cabin Edit
Editor: Carlos Font Clos
vfx
Black Kite Studios
VFX Lead: Paul Wilmot
color
Company3
Colourist: Joseph Bicknell
sound
King Lear
Sound: Jack Sedgwick

Marks & Spencer 10 May 2024
'This Summer, Keep Your Cool' 30s

Positioning is everything.

by Jason Stone

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.

Music: Pump Up the Jam - Technotronic

Product Category: High Street Retailers

Territory: UK


agency
Mother
CD: Ted Lovett
Creative: Olivia Shortland (Bartle Bogle Hegarty) / Stephanie Flynn
Producer: Tommy Frankau
production
Riff Raff Films
Director: Tanu Muiño
Producer: Maurizio von Trapp
EP: Tracey Cooper
DOP: Ben Carey
Prod Design: Helen Gadjilova
1st AD: Lance Roehrig
Choreography: Denys Stulnikov
editing
Cabin Edit
Editor: Carlos Font Clos
vfx
Black Kite Studios
VFX Lead: Paul Wilmot
color
Company3
Colourist: Joseph Bicknell
sound
King Lear
Sound: Jack Sedgwick