M&S has launched its 2024 summer TV campaign, set to Technotronic’s feel good hit ‘Pump up the Jam’ as the retailer continues to broaden appeal and elevate its style perceptions.
Focusing on its latest summer womenswear, menswear and kidswear collections, the hero campaign is set against a series of sunny holiday scenes with models wearing pieces including sequins skirts and embellished dresses.
The retailer’s campaign was developed by Mother Design, with the film directed by Tanu Muino, who is best known for creating music videos for Harry Styles and most recently, Dua Lipa.
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Running until 5 June, the campaign is being supported by radio, print, OOH – including a takeover at Oxford Circus underground station – digital display, VOD, CRM, paid and organic social, in-store activity and window takeovers.
M&S marketing director, clothing & home Anna Braithwaite said: “Summer is a time when our customers are prioritising socialising and making the most of the warmer weather and the lighter evenings. It’s also a time when we want to have a bit of fun with our wardrobe.
“We want effortless style, versatile pieces for day-to-night dressing and pops of colour to reflect the mood of the season. So, this year we’ve bottled up everything we know our customers love about summer and added a dash of poolside glamour to create a vibrant and infectious campaign serving up style inspiration that will be impossible to miss!”
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