Marks & Spencer continues its "Spend It Well" campaign out of Grey London with a new back-to-school ad, and if you're a parent, it may make your heart melt just a little bit.
The ad, narrated by a nervous-looking little boy walking to school in his uniform, acknowledges the ups and downs of the coming school semester. "I can't promise not to be late, lose a shoe, or come home with someone else's trousers," he confesses, addressing his mom and dad -- all things that will strike a chord with many parents, especially in the U.K. where most students wear uniform (of which M&S is a major retailer). However, despite not necessarily being brave or cool, the boys adds, "Whatever happens -- I've got this." The spot, directed by Riff Raff's David Wilson, ends with the tagline "Life, it's just something we grow into."
It's an understated but nice addition to the ongoing campaign, which takes a thoughtful, mindful approach to modern life and showcases items M&S has long been famous for, while not overtly promoting any particular product.