Heritage

Every time I see Marks & Spencer's new ad on TV, I sit and re-watch it because it's just brilliant. It appeared alongside in-store promotions where customers could purchase many items for just a penny, and outdoor exposure highlighting the quality and value of the M&S product. In dark economic times, with the retail sector being hit hardest and high street favourites seemingly disappearing all over the (ahem) shop, this ad is perfectly timed. Twiggy, now a standard feature for M&S' TV campaigns, talks us through the history of the iconic store, of their innovative developments over the 125 years they've been in business. From revolutionary bra-sizing to 'curry in a hurry', to their green credentials as part of the hugely ambitious Plan A, the ad works brilliantly as a piece of branding that connects the viewer with the extremely nostalgic nature of M&S. Yet more intelligently, Twiggy tells us how M&S have transformed eating, dressing and social habits, literally defining M&S as part of the cultural 'furniture' of the UK. The ad positions the retailer as both a classic, unshakable stalwart of the British high street and as an environmental and cultural innovator. The final few shots are fantastic too , with the old branding appearing only to spin round to the current 'Your M&S' logo.

Harking on Heritage, it appears, works. To use Twiggy's (read: the ad agency's, Rainey Kelly Campbell Roalfe/Y&R) words, not bad for a Penny Bazaar.

The Observer featured CEO Stuart Rose in their supplement last week and it proved interesting reading, with Rose discussing the retailer's green initiatives and what his thoughts are on the brand's legacy. A pretty switched on chap, as you'd expect from the guy who gave M&S a makeover and made us love it all over again.