As the country tightens its belts and frugality becomes more of a growing trend, M&S' new Christmas ad is a big departure for the glitz and glamour of recent years' offerings. Instead they've gone for a much more homely, nostalgic, family feel. If it wasn't for the fact that its 2 minutes long, you could almost call it modest - clearly the intention, to resonate with people who this year simply can't get excited about a big extravagant christmas. And, much to the delight of Sarah and I, it features Howard Donald - isn't he lovely!
Good use of the website too where you can go straight to the outfits featured in the ad and buy them. Because that's always been the issue hasn't it. You see the ad and think "Oo, that's surprisingly lovely for M&S" but then you never have a hope in hell of finding said garment in the stores
http://www.marksandspencer.com/gp/node/n/42966030/280-9664374-8241716
Thursday 13 November 2008
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4 comments:
supermodels in a stately home that's what i call frugal. it's positively spartan.
I wouldn't say the ad itself is frugal (and not sure that's what the post said either). Agree that its a much more understated tone that the big glitzy numbers they've done for the last few years, and clearly aims to reflect consumers' current, more modest aspirations (and their frugality). Look at the cues like charades, snowball fights etc its all about old-fashioned family fun, and a long way from snowmobiles, Shirley Bassey and James Bond parties. Yes there are still supermodels and it isn't a cheap production, but they still want to be aspirational, and for the clothes to look desirable. I think there's only so far they can go if they still want to make some sales. And this is definitely a change of tone.
I totally agree. They are closing the gap between the average person and a supermodel, whilst still offering something to aspire to.
I can't help think that the ads for both Boots and John Lewis have followed the exact same thinking as M&S and subsequently all three ads say the say the same thing: Don't go crazy this Christmas, buy the right thing for the right person (from us please).
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