Back to school ads are back with a vengeance, but this spot from Marks & Spencer is one of the best we've seen. It features an (amazingly cute) little girl explaining, with real delight, how she can now get dressed by herself, without her mother's help, and how it helps that she can now push her hand through her sleeve without doing up buttons (thanks to M&S's Expandicuffs). The spot, by by Rainey Kelly Campbell Roalfe/Y&R, is one of a series
carrying the tagline "Every Milestone" and featuring street-cast children, at different stages of their school life, talking unscripted about their school uniform. A digital and social campaign uses the #everymilestone hashtag.