M&S is celebrating summer with a new campaign titled ‘Summer like you mean it’ created by Mother London.

The campaign celebrates all things summer and spotlights the things that make the season unforgettable. It showcases that there are clothes at M&S for every Summer moment. 

A hero film is set to the upbeat, iconic track ‘All The Small Things’ by Blink 182.

The spot opens with a woman stepping off a plane with the sea breeze in her hair, breathing in the warm summer air. The moment brings to life the feeling of starting a holiday, as the film snaps into an array of shots of quintessential holiday moments. 

A family dressed in M&S clothing steps down from the plane. A woman spritzes herself with cool water while at the pool. Children leap into water. A woman catwalks towards a freezer to cool herself on the fresh ice lollies. 

The film concludes with a sunset scene as a woman steps onto her balcony, ready for an evening out after a long day in the sun. The visuals successfully bring to life the feeling of summer and position M&S as a partner for stylish, quality, summer-ready fashion.

"It’s the small moments, tucked between big plans, that often feel the most memorable. With 'Summer Like You Mean It,' we're showing how a holiday in style can transform those little moments into the big, special memories they truly are," explains Kirsty Minns, Partner at Mother Design.

Alongside the campaign, M&S is launching a series of limited-edition fragrances to transport audiences to those moments of summer. Scents include: Airport Arrival, After Sun Snooze, Cool Blast, and Salty Skin. Each of the dedicated summer scents will be available in 100ml bottles.

The campaign will run across TV, billboards, digital, and social platforms. OOH advertising will dominate London, Manchester, Edinburgh, Liverpool, and Sheffield with billboards in high-impact locations, maximising visibility, alongside taxi wraps in London and Manchester.

The campaign successfully serves up a slice of summer by celebrating the little things.