Marks and Spencer have for a very long time been associated with the older generations. It is potentially one of the main retailers for older age groups with most other shops being aimed at teens and twenty-somethings. So it was surprising to see them starting to ignore their main customer base in their main advertising campaigns by using young, well known models and personalities like Lisa Snowdon, Dannii Minogue and Victoria’s Secret Model Ana Beatriz Barros. Other big names that featured in the campaigns since they first started running in 2004 like Erin O’Connor and Lily Cole.
The adverts got more and more over the top and to be honest cheesier and cheesier. When the celeb studded adverts first aired they were fresh although maybe a little young for their shoppers. So it should really not come as a surprise to hear that Dannii Minogue has been dropped as the face of Marks and Sparks. Oh it’s not really been a good year for Dannii so far. Not only have there been constant rumours that her relationship with boyfriend Kris Smith is in trouble, she has also been forced to leave the UK X Factor show after the dates clashed with her Australia’s Got Talent commitments.
It’s not that we didn’t love some of those adverts, especially the year that the Christmas advert starred the lovely Take That boys but recently the adverts just seem to be trying too hard almost. The horribly cheesy adverts with Dannii, Lisa Snowdon and pop star VV Brown with curlers in their hair, jumping on the bed and other silly clichéd scenes are truly terrible!
Time to get back to targeting your real shoppers M&S, play time is over!!!