Valenstein & Fatt Creatives on Their New M&S Ad

Marks & Spencer – Valenstein & Fatt Creatives on Their New M&S Ad

Credits

Agency Grey London

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Credits

Agency Grey London
Chief Creative Officer Vicki Maguire
Creative Director Danielle Noel
Creative Director Thom Whitaker

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The new M&S ad, which we named as a Hotshot last week, is a total revamp for the brand. With Valenstein & Fatt (Grey London) taking such a new direction, we spoke to creative directors Thom Whitaker and Danielle Noël, as well as CCO Vicki Maguire, about why the time was right to put the spark back into Marks & Sparks.

Vicki Maguire, CCO

Why was the time right for a M&S ad revamp?

I really think the stars are starting to align for M&S. I’m their biggest critic and their biggest supporter. Culturally, I think we’re at a crossroads – I believe we’re beginning to see through the superficial and we’re actively seeking out substance. Quality has always been the cornerstone of M&S, both in food and clothing, so this mood shift plays to their core strengths and beliefs.

What was the brief from M&S?

The brief was simple: unite the many offerings from M&S, including food, fashion, home, banking and its loyalty program, Sparks, under one unified thought. They call it ‘a single front door’.

There is such a mix of images in the ad. How did you decide what you wanted to show on screen?

Francois is an amazing director and he totally got what we were trying to do. Thom & Danielle, our creative directors, worked closely with him to make sure the film hung together, but wasn’t just one note. The subtle, linear story of different women of different ages, sharing the same defiant spirit, runs through the ad, linking the narrative together.

What else should we expect from the campaign in the next few months?

M&S is no ordinary retailer. They have ambition to make a different shape of work, work that plays in culture. We’ve some exciting stuff in the pipeline. Watch this space.

Apart from Spend it Well, what is your favourite M&S ad of all time?

I have to say last Christmas’s ad hit the mood of the country well. Bold, assumptive and a kickass middle-aged woman in a helicopter…what’s not to love !

Thom Whitaker and Danielle Noël, creative directors

What was the brief from M&S?

M&S were looking for a thought that could unite all parts of the business and give them one front door again. The aim was to create a philosophy that would inspire people to make every moment special by focusing on the quality experiences, people and things that really matter.

There is such a mix of images in the ad. How did you decide what you wanted to show on screen?

We knew that we’d only have a couple of seconds on each scene so we wanted every visual to feel surprising, memorable and modern for M&S.

We wanted viewers to connect with every moment but didn’t want to do that by holding a mirror up to them- M&S are more fun than that.

What else should we expect from the campaign in the next few months?

We'll be bringing the idea of Spend it Well to life across all areas of the business.

Not just through ads but through experiences and products too.

Apart from Spend it Well, what is your favourite M&S ad of all time?

The food porn stuff that Rainey’s did was great. It gave the brand a voice and really got into culture. There’s not a single person in Britain who wasn’t seduced by that chocolate pudding.