Jodie Kidd goes the extra mile in new M&S Money campaign

M&S Money launches a new campaign next week to promote its car insurance.

The ad, created by RKCR/Y& R, features the face of M&S Money, Jodie Kidd, in a very natural role for her – that of stock car driver.

Shot in atmospheric black & white, the 40” ad opens with a chequered flag dropping on a fun-packed stock car rally, with Jodie at the wheel of one of the cars. She skilfully navigates the first series of bends and avoids the other cars on the track, only to have another car crunch into the back of hers.

The voice-over (by Mariella Frostrup) explains that M&S Car Insurance goes the extra mile with 14 days’ free car hire and a courtesy car after that if required. The policy also includes UK and European breakdown cover for you, not just your car.

We cut to Jodie pulling into a smart Mayfair square where a function is taking place. As she slams her door shut, she drops her keys down a drain and realisesthat she’s locked her party heels in the back of the car. The voice over explains that as well as the other benefits, M&S Money also offers a key replacement service. Jodie dials the number, and we close as she gives the locksmith who has come to her rescue a kiss on the forehead, with the line “Car insurance that gives you a bit more M&S.”