M&S is kicking off its back-to-school campaign with an upbeat and light-hearted spot which shows the uniform withstanding a messy science experiment, a footballing accident and an over-enthusiastic home economics lesson.
‘School Happens’ is created by M&S’ agency of record Mother, which was appointed as the retailer’s creative agency of record in October last year.
The 30-second hero film, directed by Mother’s Hot Icarus, will roll out across broadcast channels including television and video-on-demand throughout August, and is supported by a shorter 15-second iteration.
Set to the tune of ‘Young Folks’ by Dom Valentino, Alfie Tempo and Anna of the North it focuses on the uniform’s durability, showcasing scuff-resistant shoes, crease resistant fabrics and Stay New technology which reduces creasing and bobbles.
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It also marks the fourth consecutive year that the retailer has held its school uniform prices.
In addition to being shown across TV and video-on-demand, the integrated campaign will be supported by work across radio, digital, paid and organic social media, PR and CRM, with buying led by media agency Mindshare.
“As the UK market leaders during back-to-school, it’s essential we maintain the magic of M&S,” said M&S clothing and home director Anna Braithwaite.
“This season, our TV ad brings together our trusted value and hand-me-down quality – which is at the heart of what we offer – to ensure families are covered, whatever their kids get up to, both on and off the playground, as school happens!”