Posts Tagged ‘marks and spencers’

“This year rather than using celebrities, the campaign will feature The X Factor contestants and their God-given talents”

Wednesday, December 14th, 2011

X Factor Advert - Marks and Spencer - M&SThe clever campaign from M&S featuring the 16 X-Factor live show contestants has proven a success amongst the show’s loyal fans.  Everyone is talking about it! The contemporary version of When You Wish Upon A Star song has been a proven success by engaging with its audience and generating a strong, emotional response.  According to Marketing Week the advert is the highest rated among all the brands during the final last Sunday.  How was this success measured…?

According to a research study that measures emotional responses to ads from viewers aged between 18 and 25, this generated the highest response with the right mix of emotions.  The research agency used an unobtrusive electroencephalograph (EEG) headset to monitor brain activity.  In addition to this, the viewer’s eye movements were tracked to provide a correlation between what they saw onscreen and their emotional response.  This form of tracking gives the brand a firm handle on how successful the campaign was and reflects that the timing of the advert is just as important, in terms of impact, as the content.

Timing is everything.  The contestants look amazing showcasing the new Christmas range and the exposure of this advert has been maximized to its full potential.  Steve Sharp, executive marketing director of M&S, emphasised the importance of the program to the British public and how this is reflected by the fact that discussions on the show are continued into the following week.   In conclusion we may say that this is M&S at its best and the collaboration between the two brands is one that has created something truly amazing!

Click here to view this emotional performance.

Sexy lingerie Advert ban from M&S…!

Thursday, December 1st, 2011

M & S Lingerie Advert Banned by ASA

M & S Lingerie Advert Banned by ASA

Marketing Week reported a recent advert promoting the M&S lingerie line had been banned following complaints that the advert, featuring a woman wearing lingerie and stockings kneeling on a bed in a somewhat provocative position, was ‘overtly sexual’ and was likely to be seen by children.  Is this taking David Cameron’s initiative to hammer down on sexual imagery being used in adverts where it may be deemed inappropriate, and let’s face it all too common?

Interestingly the ASA only received 15 complaints.  This was probably not a high percentage of the overall viewers. This is a positive sign in that the government are taking a stricter, and more rigorous approach to deterring brands from featuring material that could be deemed inappropriate for viewers, in this case children!  It is apparent that the public, and in turn the government, are becoming more cautious about what children are exposed to, knowing that as media grows, and information is made more accessible, the more likely it is that children will be exposed to inappropriate material at some point.

It is therefore the responsibility of brands to ensure that they act responsibly when promoting new products and consider the implications of their actions, not only where children are concerned. There is a high volume of adverts that are being withdrawn from TV and publically ridiculed through the news but will this deter the likes of M&S and Lynx who suffered an ad ban two weeks ago?  There are many instances where brands are being pulled up, the ASA recently banned a perfume advert featuring teenage actress Dakota Fanning, saying it could be seen to sexualize a child.  Will this recent splurge of bans make retailers more cautious in their advertising? Hopefully!

We would like to hear your thoughts…