M&S is taking its Love That concept to the next level with a playful reimagining of a traditional celebrity partnership. It has appointed Gillian Anderson as its first Chief Compliments Officer. In the newly created role, Gillian will encourage people to make compliments part of the everyday.
Research shows 62% of the UK say that receiving a compliment makes them happy, yet many rarely get one. Among those who do, almost half say they’re most often complimented on their clothes. Through Love That, M&S wants to celebrate these small but powerful moments to make positivity through compliments mainstream.
Anderson commented, “A simple compliment can genuinely boost confidence and change how someone feels all day, so as Chief Compliments Officer, I’m here to help make those moments more commonplace. Having spent my career playing women in positions of power, complexity and contradiction, I’ve become very deliberate about how I dress so when someone pays me a compliment it means a lot. Not necessarily because it’s about how I look but because I dress in a way that feels honest to who I am and when someone recognises that, it is affirming.
“Hearing something genuinely nice, especially about what you’re wearing, can change the way you carry yourself, whether you’re on a red carpet or doing the school run. And that boost shouldn’t be rare.”
Love That started as a weekly shoppable social series hosted by stylist Melissa Holdbrook-Akposoe (aka Melissa’s Wardrobe), and Capital Breakfast stars, Jordan North, Siân Welby and Chris Stark. It quickly struck a chord with customers and has become a natural expression of appreciation, both online and in real life. The series has now surpassed 20 million views. The next phase brings the same energy to even more places through a broader campaign platform.
At the heart of this next chapter is a hero brand film coinciding with the launch of M&S’ Spring Style collection. The campaign launches with a 90-second hero film, created by Mother and directed by Rubberband. In the film, Gillian embarks on her first day in her new role. She brings Love That to life through everyday interactions and shows how a simple compliment can lift someone’s confidence while showcasing M&S’ new Spring Style collection.
Sharry Cramond, marketing director for fashion, home & beauty at M&S, stated, “Welcoming Gillian Anderson as our first ever Chief Compliments Officer is a major moment for M&S. She’s here to showcase our brilliant womenswear, spark joy and champion the power of a great compliment – and we couldn’t be more excited. With this campaign, we are reinforcing our new fashion, home and beauty brand line – LOVE THAT.
LOVE THAT… followed by “where’s it from” is something that is said, mainly woman to woman, every day. And the best way to GET that type of compliment is to wear M&S fashion of course…
“M&S is transforming from a brand we have always lived with, to one we simply cannot live without. As we say at M&S, love THAT!”
Hollie Walker, executive creative director at Mother, commented, “A little ‘love that’ can go a long way, especially when it comes from a style icon like Gillian Anderson. That’s why we are delighted she’s become M&S’ official Chief Compliments Officer, embarking on a mission to dish out the style affirmations we all deserve this spring. Captured beautifully by the equally stylish directing duo, Rubberband.”
The campaign, running from March 12 to April 8, will reach 89% of Spring Style shoppers an average of 7.3 times across a balanced mix of AV social, OOH, digital display and print covering standout AV moments – including linear, VOD and YouTube; high-visibility OOH sites across prime London hubs; contextual podcast host-reads; and a strong social presence.
Credits
Client: M&S Fashion Home and Beauty
Creative: Mother
Media: Mindshare
PR: The 10 Group
Production Company: SMUGGLER
Director: rubberband
Executive Producer: Tom Knight
Producer: Luca Chapman
Production Manager: Izzy Davis
D0P: Maximilian Pittner
Production Designer: Max Randall
Wardrobe Stylist (GA): Martha Ward
HMU (GA): Amanda Grossman, James Rowe
Wardrobe Stylist (Cast): Sam Ranger
HMU (Cast): Rebecca Wordingham, Kota Suizu
Editing: Trim
Editor: Vid Price
Edit Producer: Polly Kemp
Post: Black Kite Studios
VFX Lead: Jonathan Box
Post EP: Tamara Mennell
Colourist: Aubrey Woodiwiss
Colour EP: James Gooding
Sound: King Lear
Sound Engineer: Ed Downham
Sound Producer: Matthew Steven
Music Company: Theodore
Music Supervisor: Tom Stanford
Music Artist: Yello (Dieter Meier and Boris Blank)
Publisher & Master: Warner Chappell Music
Talent Broker: R&CPMK
Photography: Marie and Louise Thornfeldt
Agent: LundLund.
Production: The Lift
Retouchers: DTouch
Model Casting Director: Simone Schofer
