Working with Fremantle we developed, produced and delivered one of M&S’ biggest TV campaigns to date. Celebrating their partnership with Britain’s Got Talent, M&S were keen to feel integrated in to the show in a unique and unexpected way. With each bespoke creative split so it aired at the start and end of each ad break throughout the series, we grabbed the viewers attention by placing them in the BGT green room as the judges entered, as if we had exclusive, live access to them when the cameras were turned off.

Each week viewers enjoyed seeing the judges sit down to a table full of tantalising treats from the M&S summer range, before sampling them and declaring their ‘My Marks Fave’ by hitting the iconic BGT golden buzzer. Viewers were then encouraged to get in store to find their own fave. We used format points, music and design cues and fun scripting and improvisation to bring the brand and show together and help the campaign feel authentically BGT, but unmistakably M&S.