Marks and Spencer Sparks TV ad pushes omnichannel retail benefits
Marks and Spencer has launched its first ever Sparks TV advert as the retailer looks to encourage shoppers to get the most from its mobile app.
The ad made its debut on Friday.
M&S says that over the weekend c.24 million people saw it across TV, social and digital channels.
The aim is to get customers to download the app in order to experience the best of the brand, “for queue-less shopping, Click and Collect, free treats and everything else that makes Sparks so amazing.”
This is part of a wider push for Sparks, which relaunched in July 2020 and has more than doubled in size, with 14 million+ members now onboard.
The ad launched on social first followed by primetime slots popular with M&S customers, including during Coronation Street on ITV and in Channel 4’s Gogglebox.
It’s set to the 1990 hip hop tune Can I kick it? by A Tribe Called Quest, with the answer to every question asked of the M&S app being ‘yes, you can!’.
It uses animation to bring M&S products to life – rapping, singing and dancing around a customer as they complete their shopping journey - illustrating how easy it is to ‘scan it’ and ‘collect it’ via Scan & Shop and Click & Collect.
The customer goes on to leave the store but continues shopping via the M&S app.
The ad then finishes with a nod to the free treats and personalised offers customers regularly receive for being a Sparks member.
It was filmed at the retailer’s Stratford Westfield store – making this the second time the location has been used (the Food Christmas ad starring Percy Pig was also filmed there).
M&S Food & Masterbrand Marketing Director, Sharry Cramond, says: “Customers get the best of M&S when they shop through our app – including free treats and personalised rewards from Sparks.”
“The ‘Yes you can’ campaign brings to life how seamless using the app is for both clothing and food and showcases what is made possible - from queue-less shopping to easier Click & Collect.”
“The campaign messages are delivered in such an engaging way - simple, repetitive, and catchy. And who can forget the singing cabbage? (my personal favourite).”
