Marks & Spencer launches first standalone TV spot for denim

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Marks & Spencer is boosting its investment in its core "killer" categories like denim, nightwear, and knits - launching the first TV ad for jeans.

The campaign is titled 'Have a Denim Love Affair', and is the third denim-focused marketing campaign in less than 12 months, but the first to feature a television advert. This is the result of a doubled marketing investment this time around.

London's ODD created the visual ad, which features 15 dancers of all ages and genders kitted out in M&S jeans. The continuity comes from its Christmas campaign, 'Go Jumpers', which featured a whole lot of dancing in M&S's Christmas jumper range, and apparently received positive feedback from consumers.

M&S wants people to fall back in love with denim, so in the run-up to Valentine's Day the TV ad will be seen across programmes including Love Island, Love it or List it and First Dates.

It is also hoping to target the family market during half-term - starting on February 17th - so will broadcast a specially created version of the ad for cinemas, with a focus on releases such as Dolittle. Billboards, print and social media will also form part of the integrated campaign.

M&S Clothing and Home Director, Nathan Ansell, said: “Denim is a real killer category for us and that means it should be backed with a killer marketing campaign.

“The upbeat and optimistic creative aims to help make us front of mind with our target-customer with an unmissable campaign. Valentine’s Day is traditionally known as a time for flowers and chocolates but who doesn’t fall in love with a pair of great fitting jeans?”