A Marks & Spencer food campaign is always pretty stylish, but the retail giant’s latest offering has a very particular charm.

Called Adventures in Imagination, the spot comprises a sequence of different foods as they undergo a variety of processes such as slicing, dicing, popping, grilling, whisking, bursting and rolling.

Even something as humble as a soft-boiled Scotch egg takes on a rather entrancing quality as it is featured in close-up spilling out its glossy yellow yolk. From the exotic pomegranate to the plain noodle, all are captured in crystal-clear close-up, with the movements set to the jaunty beep-beep soundtrack of Rather Be by Clean Bandit featuring Jess Glynne.

RCKR/Y & R created the ad, with French food directors Michael Roulier and Philippe Lhomme of Food Film directing. The copywriter is Pip Bishop with art direction by Chris Hodgkiss.  

The spot launches tonight (2 September) on ITV during ‘Harry at 30’, and is part of a wider M & S campaign which includes a fashion ad launching a day or two later.
 

Other credits

Creative director: Mark Roalfe

Agency producer: Rachael Wong

Board account director: Anna Crabtree

Photographer: Maren Caruso

Post-production: MPC