We have all seen an M&S ad or two where renowned top models frolic around in their underwear, seductively showcasing items from this season’s must have collection. Well not anymore. Imagine my delight to discover that a team of ladies, who have shaped the future in various industries, were to be featured in the latest M&S showcase. Hurrah! A somewhat different approach, but finally content that we can all relate to.
Twelve very different ladies lead this campaign, all from diverse backgrounds and professions, becoming the new brand ambassadors for the autumn/winter collections. According to M&S, these women share “a strong sense of personal style and inspirational achievements which have propelled them to success”.
From athletes, nurses, artists and campaigners to burns victims, actresses and entertainers, these women embody power and are respected figures within their fields. They ooze style and charisma, whilst having an air of confidence and intelligence that is necessary to succeed: the perfect balance to represent such an iconic brand.
The Campaign, created by RKCR Y&R, is shot in Leibovitz’s trademark style and aims to portray a “new and confident tone of voice” through powerful images across dramatic locations in London.
M&S’s new message is embodied by a quote taken from the promotional video: “We are all women just keeping the plates spinning, juggling children and jobs and trying to do everything well. At the end of the day we are fundamentally very similar even though we are pursuing different passions.”
So who are they? Watch the ad’s here.
Words by > NJ