I'm not proud of it, but I am woman enough to admit it.

@marksandspenceruk

223.1K followers · usually 4.2K views a post

Views

392.8K

Likes

20.5K

Comments

64

Shares

428

SoundTikTok sound · original sound - marksandspenceruk

Promoted product

Marks and Spencer Love Thathttps://www.marksandspencer.com/l/love-that ↗

Why it worked

The video uses a relatable, humorous 'confession' trend to humanize the brand, making the promotional content feel like authentic entertainment rather than a traditional advertisement.

Summary

Four people stand in a clothing store and share humorous, relatable 'confessions' to promote the Marks and Spencer 'Love That' collection. Each person takes a turn speaking to the camera while the others react.

Structure

1Introduction of the confession format
2First person shares a humorous confession
3Second person makes a joke about the brand
4Third person shares a confession about seasonal shopping
5Fourth person shares a confession about food shopping
6Final person shares a confession about bedtime habits

Product placement

Marks and Spencer (a) ACTS — the video is a promotional campaign for their 'Love That' clothing collection, featuring models wearing the items and discussing them in a store setting. Removing the brand would change the video as it is a branded advertisement for their specific clothing line.

Original caption

Confessions from the Love That gang… so real.

More from @marksandspenceruk

On-screen text

I'm not proud of it, but I am woman enough to admit it. If you can't see it, I'm not shaving it.

Transcript

I'm not proud of it, but I am woman enough to admit it. If you can't see it, I'm not shaving it. So you're growing a tash as well? I thought this was M&S related. I'm not proud, but I'm man enough to admit it, that as we're getting into autumn, I like to buy all the cheap pumpkin tat and pumpkin like mugs and stuff that you get from certain shops. I have Karen tendencies. I'm not proud of it, but I'm woman enough to admit it. I will elbow someone to get the the last yellow sticker item in the food hall. So be careful if you see me, because I will elbow you. I'm not proud of it, but I am man enough to admit that I can't go to sleep at night without my wife giving me back tickles. I'm scared of where this is going. I've just lost a lot of respect.