M&S has kicked off April with the launch of its latest Spring campaign spearheaded by a new, 30-second spot highlighting the “style and trusted value” of its own brand clothing range, under the ‘Anything but Ordinary’ banner.
The ‘Anything but Ordinary’ slogan has originally been created to promote the retailer’s 2021 Autumn/Winter collection and was also used in its Christmas marketing push.
The repeated use of the ‘Anything but Ordinary’ banner is intended to reinforce M&S Clothing’s brand image as a year-round fashion retailer, offering “stylish products made with care”.
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M&S’ new Spring campaign will look to reshape the retailer’s clothing business, aiming to make it more relevant to its 22 million customers. It will also look to develop its business in key categories, with an emphasis on growing offering of casual dresses.
“We’re reshaping the future of M&S Clothing with relevant product for how our customers are living and working in 2022,” M&S’s clothing & home marketing director, Anna Braithwaite.
“This Spring our new products are all about offering our customers the very best everyday style, quality and value for a season of socialising – whatever the weather – and all made with quality at the heart of their design – from fabric to fit.
“Our campaign aims to show this off with a confident, playful, and fun campaign set to an incredibly iconic and feel-good track.”
The new ‘Anything but Ordinary’ advert will be rolled out across all media, including TV, printed press and social media. The campaign was designed and planned by London-based creative agency ODD.
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