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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here