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M&S unveils new card with Y&R ad.(Brief Article)
Rainey Kelly Campbell Roalfe/Y&R has unveiled a TV campaign to support the launch of Marks & Spencer's reward credit card & More.
The work aims to attract existing shoppers and card-holders to the loyalty scheme that earns the user points to redeem on M&S products.
The & More card replaces the high-street retailer's traditional charge card as part of a rebranding of M&S's financial services offer, to be called Marks & Spencer Money.
The 40-second execution, which breaks this week and will run for a month, is composed of a series of people using their cards in different locations while imagining how they will treat themselves with the points they receive.
Their daydreams are delivered to the tune of the Dean Martin song That's Amore.
One young woman in an M&S store thinks of 'sushi rolls, faux-fur throws and Swiss cheese with holes'. Another, eating lunch, flirts with an Italian waiter and dreams of 'sexy lace lingerie that will lead him astray'.
Each shopper ends with the line: 'That's amore.'
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