Marks & Spencer, which last week released its first work through new agency Grey London, has now unveiled the first food-specific spot of the campaign, based around the same "Spend It Well" tagline.
The spot, set to the soundtrack of Ed Sheeran's "Shape of You," juxtaposes beautiful images from nature and the physical world with sumptuous images of food -- for example, a wave next to a scoop of ice cream, or seaweed swirling in the ocean next to swirling spaghetti. The voiceover asks: "Does your food excite you? Does it stir the soul? If it doesn't, say no," before urging viewers to "get ready to travel."
The ad was created and produced in-house, by Grey's in-house production unit Town Productions. It was directed by the campaign Creative Director Matt Doman with help from a specialist food production outfit Food Film.
Grey describes it as an "evolution" of Marks & Spencer's previous Adventures In campaign through Y&R, which was widely praised for its mouthwatering food imagery, and certainly the food here doesn't disappoint. (If you're interested, it showcases hero products from the new M&S Spirit of Summer range, including Rosemary & Rock Salt Focaccia, Linguine with Scallops, Pancetta & Peas, Tiramisu Ice-Cream, Chicken & Caponata Piadina, Pork Rib Rack with Pomegranate Glaze, Baklava and Honey Ricotta Cheesecake.)
Patrick Bousquet-Chavanne, executive director of customer, Marketing & M&S.com, said in a statement: "From our food to our foodhalls, we're committed to creating and curating the world's finest, freshest and most inspiring food. We want to make it easy for our customers to explore new tastes, cultures and sensations. This campaign builds on our iconic food advertising over the years -- from 'Not Just Any' to 'Adventures In' -- and raises the bar yet again."