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Marks & Spencer urges people to say no to everything from "uncomfortable knickers" to "staying silent" in a new campaign that it calls a "radical departure" from previous advertising.

It is the first work for the brand by Grey London, which won the account last year from 16-year incumbent Y&R London. The ad unveils a new tagline for the retailer, "spend it well", which is based on the insight that people are increasingly seeking out what is important in a world of abundance.  The film was created by Danielle Noël and Thom Whitaker at Grey and directed by François Rousselet through Riff Raff Films.