Valenstein & Fatt’s First M&S Campaign Marks New Attitude for the Brand

Marks & Spencer today returns to the nation’s TV screens as it launches its new brand proposition: ‘Spend it Well’. More than just a tagline, ‘Spend it Well’ is a call to action – designed to inspire and enable people to make every moment special by focusing on the quality experiences, people and things that really matter. 

The advertising campaign is the first from Valenstein & Fatt (the creative agency formerly known as Grey London) and marks the first time M&S has united both its food and clothing divisions under one tagline. Through a ‘single front door’ approach, the line will sit across all digital channels, in-store and all M&S marketing communications moving forward, including M&S Bank and its rewards club, Sparks.

‘Spend it Well’ is based on the insight that, in a world of abundance, people increasingly seek out what is important: the quality experiences, people and things that make life special.  M&S exists to help its customers make the most out of every moment, every minute, and every mouthful. ‘Spend it Well’ is about grabbing life, burning the nice candles, wearing your best coat, breaking out the best biscuits, saying no to food that doesn’t take you to extraordinary places and, yes, never settling for uncomfortable knickers.  

The launch of this campaign introduces an inspirational tone of voice for the brand, and focuses on attitude and empowerment. It represents a commitment to putting the customer at the heart of everything it does – positioning M&S as an enabler of a life well-lived – and includes a significant focus on customer experience, on and offline. 

In a social media and mobile-first launch, and as a literal wake-up call to the nation, the 60-second ‘Spend it Well’ ad will premiere today here, Thursday 4 May, at 12.01am alongside Twitter and 6am on Facebook. It will also run throughout ITV’s Good Morning Britain from 6.00am – 8.30am, and will be supported by a ‘Spend it Well’ takeover of the Daily Mail home page delivering 28 million impressions.  

The bold ad takes customers on a journey from cradle to graceful (or not-so-graceful) empowerment, reminding every individual and every generation that life is short, so spend it well. A series of uplifting vignettes featuring women of all ages celebrate the power of everyday choices. These choices range from the practical to the emotional, with viewers urged to say no to regrets and no to comparing yourself to others. 

The spot was directed by François Rousselet through Riff Raff Films, narrated by award-winning British actor Helen McCrory and, fittingly, set against a new arrangement of David Bowie’s classic Rebel Rebel. 

   

Patrick Bousquet-Chavanne, Executive Director of Customer, Marketing & M&S.com said: “Our ‘Spend it Well’ campaign is a radical departure from where we’ve been previously. It speaks to deep truths about our customers - based on a huge amount of research and listening - and celebrates their lives in a way which is new and innovative for the brand.  To remain relevant and attract new customers, we need to get people thinking differently about M&S and recapture our position as a pioneer in culture.  

“That’s why the energy, swagger and spirit of ‘Spend it Well’ is so important – it’s about empowering our customers to say no to the ordinary, so they can say yes to the best.  We’re committed to helping our customers embrace this attitude by creating and curating the world’s finest, freshest and most inspiring food, by understanding what clothing fits and flatters today’s modern woman, and by ensuring this philosophy is applied across the entire customer experience.”

Vicki Maguire, Chief Creative Officer, Valenstein & Fatt, said: “More than just a retailer, M&S is a brand that touches almost all of the population – over 60 million pairs of women’s knickers are sold every year.  ‘Spend it Well’ is an attitude they share with their customer – and I should know. I’ve been their biggest fan and biggest critic for years. It’s a shared attitude that strikes a chord whether you’re 18 or 80.  And M&S has taken this to heart, across products, services, innovation, marketing and culture. For me, it’s the excuse I need to wear the nice knickers or crack open the good wine – I’m a firm believer in life’s short, so spend it well. I can’t tell you how excited I am to help bring this to life.”

The new ad is part of an integrated campaign including TV, social, digital, press, outdoor, radio and in-store activation.  A new, bespoke TV ad for Food will launch on 11 May with targeted executions for Clothing, Home, Bank and Sparks following later in the year.