There’s a variety of messy and emotional territory lined in simply shy of three minutes in a brand new marketing campaign from a legacy Swedish model known as Lindex.
It’s a multigenerational story, centered on a mother-daughter ceremony of passage, that flows from the combative teen years to the relative contentment of center age, weaving within the pleasure of beginning and the heartache of sickness earlier than coming full circle.
By the way in which, it’s an advert for skivvies.
The 70-year-old Lindex, recognized for its feminine empowerment fashion of selling, just lately launched its newest effort known as “Underwear for Life.” The cinematic spot, from embellished director Fiona Jane Burgess and manufacturing firm Smuggler, departs from the product-focused advertisements which might be widespread within the class.
“My ambition with this movie was to do one thing surprising for a lingerie industrial,” Burgess mentioned in a press release. “I wished to make a brief movie that spoke to folks in an actual and relatable means, with humor and familiarity, but additionally with sensitivity and that means.”
The work facilities on a purchasing journey to purchase a primary bra, an typically awkward second between mothers and daughters that’s without delay “very odd” but can “maintain loads of significance and that means,” mentioned Burgess, a veteran of the Mercedes-Benz 2023 marketing campaign for Worldwide Girls’s Day and groundbreaking advertisements for feminine well being firm Elvie.
“Underwear for Life,” with its homosexual starring character, then goes into montage mode that features every thing from short- and long-term amorous affairs, heartbreaks, well being scares and sizzling flashes.
