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 delivery and the heartache of sickness earlier than coming full circle.
By the best way, it’s an advert for skivvies.
The 70-year-old Lindex, identified for its feminine empowerment model of selling, lately launched its newest effort known as “Underwear for Life.” The cinematic spot, from adorned director Fiona Jane Burgess and manufacturing firm Smuggler, departs from the product-focused advertisements which can be widespread within the class.
“My ambition with this movie was to do one thing sudden for a lingerie industrial,” Burgess stated in a press release. “I wished to make a brief movie that spoke to individuals in an actual and relatable method, with humor and familiarity, but additionally with sensitivity and that means.”
The work facilities on a procuring journey to purchase a primary bra, an usually awkward second between mothers and daughters that’s without delay “very peculiar” but can “maintain a number of significance and that means,” stated Burgess, a veteran of the Mercedes-Benz 2023 marketing campaign for Worldwide Ladies’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 little thing from short- and long-term amorous affairs, heartbreaks, well being scares and sizzling flashes.
