SoFire’s Hot Campaigns: Gillian Anderson Becomes Chief Compliments Officer of M&S

I want to move to this dreamworld where Gemma Collins is the Creative Director of Canva UK, and Gillian Anderson is Chief Compliments Officer at M&S. 

In just two weeks, two beloved British icons have made it their mission to head up some of my favourite brands. The job titles are slightly ridiculous, the content is very good, and most importantly, the campaigns actually make sense. So, let’s delve into why these collaborations work so well: the format, the celebs used, and the execution.

Welcome to SoFire’s Hot Campaigns!

The execution

How can you make a spring collection of clothing as exciting as possible? Get a mystery celebrity involved.

In the days leading up to the reveal, M&S seeded the mysterious “Chief Compliments Officer” role across its social channels, teasing the job title without revealing the person behind it. It created wild speculation and engagement before the campaign’s main reveal.