'Spend it Well' with M&S's Radical Ad Revamp

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Modern M&S ads have taken many forms, from Twiggy and her multi-age girl gang to that purely pornographic chocolate pudding ad. They have never, however looked like Spend it Well, the new ad that Grey London (temporarily known as Valenstein & Fatt) and Riff Raff Films have called a 'radical departure' for the brand.

The spot, directed by Riff Raff's François Rousselet, sees the brand moving in a more inspirational, aspirational direction than their previous, product-focused promotions. A voiceover talk about how we should 'spend it' - that is, life - 'well' by saying no. No to life's inconveniences, like painful shoes, uncomfortable silences, and phones at the dinner table.

This inspirational monologue plays over a mixture of real-life and fantastical footage, featuring people at festivals or flying in the air, images of clothes flying through the air with exercise classes.

Speaking of the new message from M&S, Valenstein & Fatt CCO Vicki Maguire said, ""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.”

Alongside the Spend it Well TV ad, the new approach will extend across TV, social, digital, press, outdoor, radio and in-store activation, with a M&S Food ad coming May 11 encouraging you to eat it well while you spend it well.

Click here to go behind the scenes of a classic M&S Christmas ad.