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
sexuality.
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.
