The retailer has been trying to increase awareness among a broader, younger and more fashion-led consumer while continuing to appeal to its core customer base.
In the next phase of its ‘Big Autumn Energy’ campaign, M&S is showcasing its menswear range amid autumnal scenes.
With a nod to the social media trend that the colder months are for hunkering down and keeping cozy, the ad also leverages the popular TikTok song Turn Down for What by DJ Snake and Lil Jon.
It’s all part of M&S’s strategy to appeal to a more modern, fashion-conscious audience without alienating its loyal, core customers.
Directed by Lope Serrano, AKA Canada, the spot features Spanish model and actor Jon Kortajarena, who showcases the clothes in ordinary, everyday scenarios.
Credits
Brand
Marketing director for clothing and home: Anna Braithwaite
Creative
Creative agency: Mother Design and Mother
Media
Media agency: Mindshare
Production
Production company: Canada
Director: Lope Serrano AKA Canada
Director of photography: Christopher Ripley
First …
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