- Product/Brand - M&S Food
- Spot - Adventures In Imagination
- Song Title - Rather Be
- Composer - Napier, Marshall, Paterson, Chatto
- Publisher - Universal, Sony/ATV EMI
- Artist - Clean Bandit feat Jess Glynne
- Record Co - Warner - Atlantic
- Music Supervisor - Native
- Ad Agency - RKCR Y&R
- Creative - Mark Roalfe, Pip Bishop, Chris Hodgkiss
- Film Company - Foodfilm (Paris)
- Film Director - Michael Roulier, Philippe Lhomme
- Post Production - MPC
- Air Date - 1/9/14
Meanwhile, back on the High Street, Marks & Spencer battles to retain its position as the UK’s pre-eminent fashion-to-food outlet.
This week the belle dame of British retail fired off the first shots from two striking screen campaigns built around 2014 chart toppers instead of the catalogue pop standards of yore.
Ed Sheeran’s sultry Sing underpins an unashamedly sexy Womenswear commercial in which the usual clutch of catwalk cuties cheerfully flash their knickers for the camera.
But it’s the new M&S Food film which really takes the biscuit. Replacing the well-worn Not Just Any Food banner with a more abstract strapline Adventures In Imagination, this marries some truly mouth-watering photography with an equally enticing instrumental mix of Clean Bandit’s neo-classical Number One Rather Be.
According to Native’s Dan Neale – who sourced it for agency RKCR Y&R after a painstaking process which began at mood film stage back in May – Rather Be won out because its “brilliant riff will remain fresh and memorable across a long campaign.”
Neale would rather not be drawn on whether lengthy exposure to a whole new TV audience will push the track back into the Top 20. But we reckon it’s a pretty safe bet.
