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Sienna Miller headline’s Marks and Spencer’s ‘Anything but Ordinary’ campaign

The new spot from House 337 aims to highlight the transformative power of fashion

Georgie Moreton

Deputy Editor, BITE Creativebrief


To mark the launch of Autumn by M&S, Marks and Spencer has released a new campaign starring Sienna Miller. The campaign acts as the latest iteration of the brand’s ‘Anything but Ordinary’ platform.

As the brand aims to evolve its fashion offering and perceptions of style, the dynamic campaign sees Miller playfully bring to life the array of products on offer in the new AW23 collection. The campaign, created by House 337 features a 30 second ad to the soundtrack of ‘Boys Wanna Be Her’ by Peaches which showcases the versatility of the new range.

The film sees Miller move around with ease to the punchy track, showcasing the high-impact, low-effort approach to dressing that the collection aims to facilitate. The film intends to showcase the transformative power of fashion, by showing how Miller is able to easily express different looks and moods unlocking new confidence and power with each change.

“We wanted our Autumn campaign to appeal not only to our core customers but also turn the heads of women who may not have previously considered M&S. The edit of clothing included in the campaign is timeless, ageless, seasonless and can be styled in a myriad of different ways, encapsulating an inclusive and broad appeal,” explained Anna Braithwaite, Clothing & Home Marketing Director at M&S.

The campaign focuses on the ease and versatility of the collection, as the M&S customer may need to take on several different roles and looks to suit their needs. Showcasing a range of impactful trend pieces and timeless classics, the collection’s quality, style and value are demonstrated by Miller's personable, playful connection with the camera. 

The campaign will run for four weeks in September across the UK and the Republic of Ireland. It spans TV – majoring on ITV, Channel 4 and Sky – as well as VOD, OOH, press, digital, escalator ribbons at Oxford Circus and Kings Cross tube stations, paid & organic socials, PR, and CRM. The campaign will also be brought to life on M&S.com and in-store through POS and window takeovers.

It will also run in print, titles including Vogue, Stylist, Grazia, Guardian Weekend, The Times and The Sunday Times Style. Media was planned and bought by Mindshare.

Sienna Miller acts as the perfect brand ambassador for the campaign as her effortless style and ability to seamlessly move through the looks embodies the transformative nature of the collection.

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