Marks and Spencer (M&S), is to unveil the first of two new autumn/winter TV ad campaigns tonight, revealing a new collection of womenswear for house brand Autograph.
The new ads were directed by Jordon Scott, daughter of Ridley Scott, and feature two women preparing for romantic nights out.
Tonight’s advert is entitled Rendezvous, following actress Charlotte Weston as she prepares for a night out, opting for a dress from the store’s Per Una range.
The second ad, which premieres on Friday, is called The Date and features Claire Durkin choosing a wrap dress from Autograph, an outfit that impresses her date for the evening.
M&S’s launch follows a number of marketing appointments made within the company earlier this week, as the retailer aims to transform its in-house labels into real, well-known brands.
Marc Bolland, who joined as CEO of the company last year, has been charged with the task of revamping M&S’s distinctive ad campaigns and has overseen the replacement of a number of celebrity models, as the retailer sets about developing its strong high street presence.
Four people have been made ‘Head of Brands’ and have responsibilities for different sub-brands. All four will report to Alison Jones, previously announced Brand Director, who joined the business last month.
Steve Sharp, M&S Executive Director, explained the idea behind the new advertisements.
“These ads capture the build-up, excitement and emotion at a time when clothes matter more than ever,” he said.
“They tap into the universal truth that women don’t just wear clothes to cover up or follow a trend - they wear them to feel good, to feel more confident and glamorous.
“To bring this to life, we decided to use lesser known faces, so our customers will relate to the scenarios and feel empathy with the characters.”
M&S’s ads are the latest in a series to be shown throughout the season, in conjunction with campaigns featuring famous faces, including Hollywood actor Ryan Reynolds and British model/actress Rosie Huntington-Whitely.