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M&S Advert Music – Start a denim love affair

M&S have launched its first TV advert specifically promoting its denim range. The commercial titled “Start A Denim Love Affair” sees a cast of characters dancing to music from a classic Donna Summer hit song.


It’s the retailer’s first TV advert specifically promoting its denim range. The commercial sees a cast of characters dancing in open fields as the sun sets. This comes as a sequel to the festive M&S adverts “Go jumpers” and “Go pyjamas” which featured House of Pain’s “Jump Around”, another highly successful, classic pre-90s dance song.

In time for valentine’s day, the advert invites viewers to “Start a denim love affair” with the UK’s market leader for womenswear denim. The commercial showcases jeans, jackets and denim shirts.

M&S Start a Denim Affair Advert Music
M&S Start a Denim Affair Advert Dancers

The music in the advert

Music: I Feel Love | Artist : Donna Summer

The 2020 M&S advert music is the 1977 dance hit “I Feel Love” by American singer, songwriter and actress Donna Summer. The song was initially released in May 1977 as a B-side to the single “Can’t We Just Sit Down (And Talk It Over)” which reached number 20 on the US R&B chart. The track also featured on Summer’s fifth studio album, “I Remember Yesterday”

M&S Advert Music - Donna Summer
Donna Summer – I Feel Love  Music Single

In July 1977, “I Feel Love” was re-released as the A-side instead and became a huge hit reaching number one in Australia, Austria, Belgium, the Netherlands and the United Kingdom and number six on the US Billboard Hot 100.

The song went on to influence some of the greats of the music industry including David Bowie, Brian Eno, the Human League, and Blondie. English singer Sam Smith made a cover version of the song last year

Download I Fee Love on iTunes  Download I Feel Love on Amazon Music

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