Miles Calcraft unveils Aristoc work

Miles Calcraft Briginshaw Duffy has unveiled its first work for the hosiery brand Aristoc with a 40-second cinema commercial that breaks nationwide next week.

Miles Calcraft Briginshaw Duffy has unveiled its first work for the hosiery brand Aristoc with a 40-second cinema commercial that breaks nationwide next week.

The ad, for a new Aristoc product called Slimline System, opens with an elegant woman wearing Aristoc tights walking towards a man. When she speaks, it is with a foreign accent and English subtitles appear. However, they cover her face so we can't see what she looks like.

She tells the man that they need to talk. He asks: 'Is it us?' and his subtitles appear at the bottom of the screen. She responds: 'No, it's these stupid subtitles. Why aren't mine at the bottom? No-one can see my face.'

He tells her it's because she is wearing Aristoc Slimline System and that it would be a crime to cover up her slimmer-looking legs and thighs.

The ad ends with the woman's face being completely covered by the Aristoc pack and the endline: 'Aristoc. For legs. For eyes.'

The campaign was art directed by Paul Briginshaw, written by Malcolm Duffy and directed by Peter Thwaites through Gorgeous. Media planning is by MCBD and media buying is by MBS.

The campaign is part of a new marketing push by Aristoc, which includes the launch of the Slimline System and a radical overhaul of all Aristoc's packaging by the branding specialist Dew Gibbons. Aristoc has a 21 per cent share of the hosiery market.

The decision to review advertising strategy was taken at the end of last year and MCBD won the account in February after a four-way creative pitch.

The business had previously been handled by WCRS, which was not invited to repitch.

Sue Clague, Aristoc's commercial director, said: 'We were looking to MCBD to provide some real impetus behind our brand. We wanted to reinvigorate it in a highly competitive market.'