Bra scientist returns in Pretty Polly hosiery ad

Long-legged girls bouncing on spacehoppers are the stars of Pretty Polly’s latest hosiery ad by TBWA GGT Simons Palmer.

Long-legged girls bouncing on spacehoppers are the stars of Pretty

Polly’s latest hosiery ad by TBWA GGT Simons Palmer.

The ad continues the theme of Pretty Polly’s bra commercial with a

bespectacled scientist putting the products through rigorous tests.

In the ten- and 20-second executions, five girls clad in tights and high

heels are seen bouncing around on spacehoppers in a padded room.

The ad aims to show that the company’s latest range of tights, hold-ups

and knee highs, called All Day Up, do their job - they stay put on women

who don’t.

The ad was written by Trevor Beattie, executive creative director at

TBWA, and art directed by Bill Bungay. It was directed by Graham Fink

through the Paul Weiland Film Company.

The film, which marks Pretty Polly’s first TV advertising for tights in

five years, premieres during Coronation Street on ITV next Monday.

They will run throughout November on terrestrial and satellite TV. Media

buying is through Zenith.

’We needed a campaign with attitude - something that would be visually

impactful and really sell the revolutionary benefits of the hosiery,’

Helen Atkins, marketing director, Pretty Polly Hosiery, said.

TBWA’s tongue-in-cheek ad for Pretty Polly bras broke in May. The film

told the history of the bra, ending with the launch of the Pretty Polly

range. It was shot in 50s-style Technicolor with the scientist promising

to reveal ’everything you’ve ever wanted to know about your bra’. The

voiceover urged women to discover bras, using the line ’You’re a woman.

Be one’.

However, 43 people complained to the Independent Television Commission,

saying the ad was aimed at men and presented a cliched view of male


The ITC rejected the complaint, saying the ad had a ’seaside postcard’

quality to it which distanced the antics of the women from real life.

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