Native Brings Delectable Sound to M&S Food's 'Adventures in Imagination'

The track is "Rather Be" by Clean Bandit, and it is the rather hooky ear worm that has been soundtracking RKCR's incredible new M&S Food campaign.

Native were tasked with finding a track that matched the vibrancy and innovation of the visuals.

Dan Neale, Creative Director at Native explains "We had quite a task, as the creative team at RKCR/Y&R had set the bar so high with their visuals and concept, that it deserved an amazing track to accompany them. When we put "Rather Be" against the early mood film we knew it had something. The riff is so playful and infectious it suited the fun feel of the films. It's also played on piano, synth and strings at different points in the track, so the potential to keep each ad sounding fresh was a massive bonus".

The PR the campaign has generated, including articles in the Daily Mail and a Campaign Pick of the Week, has seen this new campaign hailed as a "return to food porn" with reference to the hugely successful ads of 10 years ago that also focused entirely on the food.