M&S highlights “Only at M&S” innovation

Marks & Spencer will use its “Only at M&S” strapline for the first time in an advertising campaign to promote clothing technology only available at M&S.


The ads will highlight the Stormwear technology used in men’s suits, jeans and chinos to repel water and its Autograph Insolia women’s shoes designed to alleviate the pain of wearing high heels.

The “Only at M&S” strapline was introduced last year to highlight products that include technology developed by M&S and make the retailer “a little bit better or a little bit different from the rest”.

The “innovation” campaign, created by RKCR, includes M&S’s first TV ad for menswear and stars Jamie Redknapp wearing Stormwear clothing.

Lisa Snowden stars in the womenswear ads promoting the Insolia shoe range using the strapline “killer heels that don’t kill”.

Dannii Minogue, V V Brown, Twiggy and Ana Beatriz Barros also feature in the campaign which is soundtracked by Michael Bublé’s “It had better be tonight”.

Steven Sharp, executive director of marketing at M&S, says: “We are extremely excited to be showcasing our fashion innovations for the first time on TV. These products are unique to M&S and really encapsulate the meaning of the line ’Only at Your M&S’.”

The 50-second TV ad breaks on Wednesday (23 March) and is supported by press, outdoor and online activity.

A further campaign to promote Only at M&S innovations will follow in May.

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