The hero TVC for Marks & Spencer’s summer fashion campaign by Mother for doesn’t step far outside the usual for the genre, but far enough to be interesting. It is set to the infectious beat of Techtronic’s 1989 feel-good hit, Pump up the Jam, with a group of inflatables playing supporting roles.
The campaign theme, This summer, keep your cool, closes the commercial, that was directed by by Tanu Muino, the Ukrainian designer and director who has work on music videos music videos for Harry Styles, Lil Nas X, Cardi B, Sam Smith, Dua Lipa, Lizzo and Doja Cat.
The full campaign will run in the UK until June 9 across TV, VOD, radio, print, OOH, digital display – including homepage takeovers – paid and organic social, PR, e-com, CRM and instore. OOH includes a takeover at Oxford Circus underground station.
Credits
Client: M&S Clothing and Home
Marketing Director – Clothing and Home: Anna Braithwaite
Creative Agencies: Mother & Mother Design
Photographer: Luca Campri @ WSM
Director: Tanu Muiño
Production Company: Riff Raff
Producer: Maurizio Von Trapp
Executive Producer: Tracey Cooper
Production Designer: Helen Gadjilova
Sound: King Lear
Sound Engineer: Jack Sedgwick
Post Production: Black Kite Studios
Producer: Tamara Mennell
VFX Lead: Paul Wilmot
Colour: Joseph Bicknell @ Company 3
Music: Pump up the Jam by Technotronic – Universal Music
Campaign Stylist: Sam Ranger
Media: Mindshare
