Anything but Ordinary: M&S launches first menswear campaign in eight years


UK retailer M&S has launched its ‘Anything but Ordinary’ Autumn Menswear campaign – its first standalone menswear campaign since 2015 – marking a significant milestone for the category.

The campaign was created in-house, with media handled by Mindshare and Incubeta

M&S menswear campaign

Captured against the vibrant Northern city of Manchester, shot at the iconic Salford Lads’ & Girls’ Club, and set to New Order’s ‘Ceremony’, the campaign is supported by a full marketing plan which includes targeted video on demand, OOH, paid digital & social, influencer partnerships as well as owned channel takeovers across social, website, app, and stores.

As the retailer continues it style perception journey, M&S said it wants the campaign to inspire menswear customers with outfitting ideas and different ways to wear key pieces through the season.

The focus is on easy-to-style smart separates, versatile wardrobe staples, elevated outerwear & tonal dressing all underpinned by the quality and innovation M&S is known for.

Mitch Hughes, Menswear Director at M&S, said: “We’ve spent a lot of time understanding our menswear customer – from his shopping habits to his style preferences.

“As our first standalone campaign in more than eight years, we wanted to show up with confidence and really reinforce the journey we’ve been on to elevate our style credentials.

“We’re really proud of the collections and we can’t wait to see and hear the reaction from customers in the all-important Autumn/ Winter season.”

Anna Braithwaite, Clothing & Home Marketing Director at M&S, said: “Our single most-important focus in marketing is to drive style perceptions – not just for womenswear but for menswear too.

“Due to the strength of our menswear collections and the work Mitch and the team have done, we had the opportunity to drive reappraisal through a dedicated and visually arresting campaign.

“To reach new, lapsed, and younger audiences, we knew we had to create something that would challenge the existing male perception of M&S and take it to where we know our audience is consuming content and most engaged.

“As a result, we have a campaign that’s bold, disruptive and embodies the attitude and style of today’s menswear customer.”