As always, I was excited to see M&S launching a new summer TV ad this week.

It certainly ticks a lot of boxes: It has everyone’s favourite celebs including Lisa Snowdon, Jamie Rednapp, Twiggy and Gary Barlow covering a classic Beatle’s track. In typical M&S style, it plays into the emotions of summer and captures a collection of beautiful Brits celebrating the coming season’s events, playing games in the sunshine and topping it all off with a singsong around the BBQ.

At one level, I think it’s a very well made and memorable ad, it’s hugely emotive and aspirational and will definitely be talked about.

On another, I have to ask myself how far is too far? Can the great British public really relate their lives, summer memories and expectations to this over-the-top idyllic lifestyle?

If you’ve not seen it already, have a look and see what you think…

Adam Tregaskis
The Behaviours Agency