Marks & Spencer 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 a single 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.

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.

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