Mother unveils ads for Siemens' Xelibri range

Mother has created a multimedia campaign for the new Xelibri range of Siemens mobile phones.

The work, directed by David Fincher, who was responsible for Seven, Fight Club and Panic Room, continues to position the brand as a must-have fashion accessory.

In the 60-second TV execution, entitled "beauty for sale", Mother depicts a futuristic world of fashion shows and the notion of wearing a "beauty suit".

The spot opens on a handsome male model admiring his reflection in a window. He turns to hail a car and, in do-ing so, rips something under his arm. When he arrives at work, his colleagues conceal his bulging side with clothes and black tape before sending him out on the catwalk.

It becomes evident his "beauty suit" has split open and some bulging flesh has been revealed. Backstage the models are having their suits peeled off to reveal fat white stomachs, chunky legs and pale complexions.

The endline reads: "That's so tomorrow."

The execution will premier at Fashion Rocks, a Prince's Trust event being held at the Royal Albert Hall on 15 October, before appearing globally on satellite channels.

The press work, which breaks later this month, will run across fashion titles including Vogue, Elle and GQ until March.

The campaign was written and art directed by Mother and the production company was Anonymous Content/Independent. Photography for the press work was by Tim Brett-Day. Naked handled the media planning with the media buying through OMD.

Mother's Iain Newton said: "If you're going to create a true fashion brand, then it is important that you create a lot of word-of-mouth.

"Anybody interested in fashion likes to think they've discovered the next newest thing before anyone else."

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