Marks & Spencer's latest take on its "Anything but Ordinary" campaign kicks off with Autumn by M&S, the retailer’s women's wear push starring British actress Sienna Miller.
Created by House 337, Miller showcases the new AW23 collection, anchored by a 30-second ad.
The work runs for four weeks across the UK and the Republic of Ireland. It spans TV, VOD, OOH, press, digital, escalator ribbons at Oxford Circus and Kings Cross tube stations, paid and organic socials, PR and CRM. It also runs on M&S.com and in-store via POS.
Print ads include Vogue, Stylist, Grazia, Guardian Weekend, The Times and The Sunday Times Style.
Mindshare handled media buying and planning.
Anna Braithwaite, clothing and home marketing director at M&S, said: “We wanted our autumn campaign to appeal not only to our core customers but also turn the heads of women who may not have previously considered M&S.
"We wanted to acknowledge the many roles that women play and celebrate the power of fashion to transform how we feel and how we behave.”
Sienna Miller called M&S "a brand that is part of the fabric of British life and holds special associations for so many people."
The collection will be available at M&S.com and in 100 stores.