- Product/Brand - M&S Fashion
- Spot - Great British Hotel
- Music Title - Come Get It Bae
- Composer - Williams
- Publisher - Sony/ATV
- Artist - Pharrell Williams
- Master Rights - Sony/ATV
- Music Supervisor - Native
- Ad Agency - RKCR Y&R
- Creatives - Steve Williams, Adrian Lim
- Film Company - Bold
- Film Director - Ujin Lin
- Post Production - MPC
- Air Date - 28/3/15
Regardless of what the US courts may say, Pharrell Williams has emerged as one of the 21st century’s most original musical talents.
Nearly 15 years after first establishing himself as part of the multi-Grammy-winning production team The Neptunes, Williams finally enjoyed success as a credited artist in 2013 with Robin Thicke’s Blurred Lines and then followed it up with last year’s global smash Happy.
The M&S decision to license Come Get It Bae, the second single from his Sony-Columbia album GIRL, underlines the High Street giant’s resolve to make its women’s wear commercials move with the times.
The initiative started in September 2014 with a subtly sexy spot featuring Ed Sheeran’s sassy Sing. Sadly it was somewhat overshadowed by an M&S Food campaign soundtracked by an instrumental remix of Clean Bandit’s Rather Be.
But RKCR Y&R creatives Steve Williams and Adrian Lim are confident that Come Get It Bae will ensure that this new Great British Hotel offering will get the attention it deserves.
“Past experience has shown us that the right licensed recording can really become part of the brand signature,” says Williams.
“We started working on this campaign in November and quite coincidentally the track was used on the mood film presented by director Ujin Lin before the job was even awarded,” he continues.
Even though Native music supervisor Dan Neale was subsequently charged with investigating other highly contemporary titles to imbue M&S’s spring and summer screen promotion with a sense of empowerment, Come Get It Bae was reportedly always the one to beat.