Thought Leadership
Advertising Association unveils fresh look for export arm
An international brand campaign, developed by VCCP, is designed to celebrate UK advertising.
All I want for spring is a compliment from Gillian Anderson
Mother and M&S deliver the feel good moment we didn’t know we needed in an upbeat campaign starring Gillian Anderson.
Nicola Kemp
Editorial Director CreativebriefMarks & Spencer
M&S appoints Gillian Anderson as its Chief Compliments Officer. Anderson steps into a specially created role as part of M&S’ Love That campaign, encouraging people to brighten someone’s day with a compliment.
- Agency:
- Mother London, London
Disciplines
Advertising/CreativeSector
Clothing/Footwear
Bite Insight
In the midst of the industrial level arms race that women face in a world of ever-increasing beauty standards, it is all too easy for brands to miss the mark.
Even the best intentions can leave women feeling as if they have endured the brand equivalent of ‘cheer up, love’. Of course, women are not a monolith, but in a world of Trump and Tradwives, it has arguably never been more important to meet women where they are. Nor has it ever been so difficult.
Yet Mother’s latest campaign for M&S delivers the warmth, with a new spot starring Gillian Anderson as the Chief Compliments Officer that we didn’t know we needed.
Born from the insight that 62% of the UK say receiving a compliment makes them happy, yet many rarely get one, M&S has eshewed the traditional celebrity partnership to champion positivity and style.
As Anderson explains: “A simple compliment can genuinely boost confidence and change how someone feels all day, so as Chief Compliments Officer, I’m here to help make those moments more commonplace.”
When you combine a solid insight with simple storytelling and sensational casting, the resulting campaign is instantly authentic. After all, who wouldn’t want a compliment from Gillian Anderson?
After watching this campaign, not only did I want to immediately compliment the women closest to me, but go shopping for the outfits featured. Complements are clearly M&S’s marketing love language.
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