M&S 125 YEARS

The advert opens with the script line “it all started here” giving the audience an immediate background into were the M&S brand began. An established brand which customers can trust since “1884”. In the midst of a recession, the campaign reassures the customers that M&S is a brand they can trust to deliver quality and value.

Immediately there is a contrast in the colour, Twiggy in here bright Pink coat and pashmina and the background, a dull like period tone. This in effect shows an immediate contrast between the beginning of the M&S brand and where it stands now 125 years later. The advances in innovation, colour design and style have improved. If your brand wants to portray a sense of fun or celebration like M&S in this campaign then this is not easily achieved without colour. M&S responds to the challenge with strategic use of rich colour, both on Twiggy and in some of the backgrounds.

A young lad from the market says “you alright twiggs” an informal line of script that is direct and personal to Twiggy. Knowing your customers and providing them with good quality service is important to the M&S brand, by addressing Twiggy personally evokes this quality service. Twiggy herself is an iconic image that has progressed just like M&S as a Brand and an Image. Twiggy has worked with M&S through the years and by being the face and front of this advert illustrates her trust to the companies values and service provided. The camera is then zoned into to the sign “Don’t ask the price it’s a penny” this communicates to the audience that what you see is what you get in terms of quality. The quality portrayed via this advert is reflected in the quality in store.

 “They brought us a taste of exotic” exemplified by an avocado. This word exotic stands alone as a striking word, it represents how M&S improved and advanced the British publics taste by introducing quality products for value. M&S has “liberated housewives” by creative concept development like “ Curry in a Hurry “, “Drip dry”, “Suits you could tumble dry”. Twiggy refers to having “one a bit like that” if names like Twiggy by the M&S brand then the British audience will certainly buy, if the quality is good enough for her then it is definitely good enough for the public.

All these innovative concepts have provided new services to the British audience. They have all been derived from the M&S brand. M&S also introduced “sell by dates on perishables” this is accompanied by the image of the British food trade stamp. M&S has the stamp of approval from the food sector which implies that there products are of high quality and standard, if a governing body approves then the public should trust in the M&S food brand too. 

“No one goes further to bring you the best possible food for the fairest possible price” Fair is the main word in this part of the script. With images portraying workers in fair conditions and being treated fairly. It is important to convey a happy and healthy working environment to insure that the workers are treated fairly this is reflected in M&S Fair-trade clothing line which aims to give a fair deal back to the workers. From this frame of the ad M&S are insuring that the audience know that this has always been there policy and that it has always been key to them achieving good service.

The next couple of frames from the ad follow on from the lines “they’ve changed the way we eat, They’ve changed the way we dress, there changing the way we treat our planet” these three powerful statements about how M&S have CHANGED us the British public. The public trusts the brand, for the brand has changed the way they shop. These few lines from the ad are the most powerful they show triumph and service. The change that Twiggy portrays so powerfully in her voice is reflected in the Images – flicking through the clothes in my mind is a good visual reflection of the timeline in which M&S has stepped through to create this advert. And create a quick story of the 125 years in the business while illustrating the entire core principals that have continued with the brand over the years.

"Not bad for a penny bazaar," says Twiggy at the end of her voiceover, while the ad closes with the strap line "Quality worth every penny". It pays to spend a bit more money to get good quality that will last. 


Resource - http://corporate.marksandspencer.com/?intid=gft_company
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