The model—with an emphasis on various ages, ethnicities and physique sorts in its imagery—wished to “mirror actual life, with all its ups and downs,” in keeping with Linda Olsson, world advertising director.
Lindex’s marketing campaign suits right into a rising pattern of entrepreneurs giving fuller illustration to ladies’s journeys. It comes shortly after SiriusXM debuted a long-form advert throughout the Academy Awards telecast in March that traced a girl’s life, from younger woman to senior citizen, via a hypnotic mixture of audio, music and dance.
The Lindex work, in breaking with class norms, additionally follows different firms like Kruger Merchandise in Canada in aiming to infuse heat and depth into on a regular basis commodity items, and it drops on the heels of a worldwide Quaker breakfast cereal marketing campaign that went viral on the power of its tear-jerking father-son story.
“Underwear for Life” joins different Lindex campaigns akin to “Reinvent the Mannequin,” which challenges typical magnificence requirements, and “Your Invisible Assist,” which champions ladies via their life levels.
