Underwear brand sloggi advertises its “mind-blowingly light Oxygene Infinite,” described as “the lightest bra sloggi have ever made” in a new commercial, which shows how putting on your sloggi Oxygene bra will transport you into a world of mindblowing lightness and comfort.
The spot, created by MullenLowe London and aimed at illustrating what it feels like to wear this bra, features a young woman who puts on the sloggi Oxygene bra and makes her way through a series of almost unbelievable scenes. She turns into an animated character in cotton candy clouds, she becomes part of a renaissance painting, and even rides a cloud.
The soundtrack is the 2019 single “Mansion” by Queens-based songwriter Grace Ives, from her “2nd” album.
The brand’s Oxygene bra features an outer layer made of super-light and airy spacer fabric, fishnet lamination in the cups, inner layer of microfibre, adjustable straps with sliders, hook and eye closure, and spacer fabric on front panel with a microfibre wing.
The film, directed by LA-based duo WATTS (Tripp & Jenna Watt), is part of an integrated campaign set to launch globally this month and run across TV, digital, VOD, in-store and OOH.