Marks & Spencer Singapore has launched its new brand proposition: “Life. Spend it Well”.

It is designed to inspire people to make every moment special by focussing on quality experiences, people and things that really matter, says the British retailer. The advertising campaign will sit across all digital channels, in-store and all its marketing communications in Singapore.

A 60-second video takes customers on a journey from cradle to graceful (or not-so-graceful) empowerment, reminding everyone that life is short, says the company.

The campaign is the first from creative agency Valenstein & Fatt (formerly Grey London), with the commercial set against a new arrangement of David Bowie’s classic Rebel Rebel.

Marks & Spencer’s executive director of marketing Patrick Bousquet-Chavanne describes the campaign as a radical departure. “It speaks to deep truths about our customers and celebrates their lives in a way that is new and innovative for the brand. To remain relevant and attract new customers, we need to get people thinking differently about Marks & Spencer and recapture our position as a pioneer in culture.”

The campaign is being rolling out progressively and includes digital and press outreach.