Science experiments that blow up in your face, playground games that cover you in mud, or artistic self-expression that leaves more paint on your jumper than on your paper are all part of the reality of school life at the heart of M&S’s new campaign.

The lively back-to-school spot shows that the retailer knows all too well that: ‘School Happens’.

An upbeat film brings back memories of school, depicting a day in life of learning filled with messiness and excitement. The young protagonist takes part in the famous fizzy drink science experiment, an enthusiastic game of football and has a floury accident in a Foodtech lesson. Yet all the while his M&S school uniform is ready for any challenge.

Stain-resistant polo shirts, scuff-resistant shoes and stay-new jumpers mean that the young boy is well equipped no matter what school throws at him.

As September’s back to school shopping frenzy beckons the battle is on for consumers attention and wallets. As the market leader M&S’s campaign successfully brings to life the premium quality, durability and ease of the retailer's offering.

M&S’s full range is designed to pass the ‘hand-me-down’ quality test, with durability features such as crease-resistant fabrics and ‘StayNew’ technology that reduces bobbling and colour. The focus is on value and ease as the campaign positions M&S as the go-to for retailers. 2024 is the fourth year that prices have been held on M&S school uniforms, making the offering great for children and kind to parents and carers.

‘School Happens’ will air on broadcast and video on demand in August in the run-up to the new school year. The in campaign also includes radio, digital, paid and organic social media, PR, CRM, online and in-store activity.

“This season, our TV ad brings together our trusted value and hand-me-down quality - which is at the heart of what we offer - to ensure families are covered, whatever their kids get up to, both on and off the playground, as school happens!” adds Anna Braithwaite, Marketing Director of M&S Clothing and Home.

As the campaign successfully underlines, no matter what might happen at school, M&S is ready.