The cinema ad, directed by Rankin, broke during the launch of the movie Sex And The City.
It opens with a close-up of a pair of bare female legs emerging from a giant make-up compact that resembles a huge clamshell.
The woman goes on to apply Love Legs cosmetics before putting on lingerie, a dress and high heels.
The campaign is supported by a press ad, which launched earlier this month, shot by Rankin. It will appear in women's magazines.
Clients Sue Clague, commercial director, and Gail Newport, marketing manager, Pretty Polly
Brief Launch Pretty Polly's Love Legs cosmetics range
Creative agency Beattie McGuinness Bungay
Writer Julia Martens
Art director Jade Trott
Planner Aimee Luther
Media agency Goodstuff
Media planners Lucy Wilkins, Danni Mohammed
Production company HSI
Directors Rankin, Chris Cottam
Editor Gareth McEwen, The Whitehouse
Post-production The Mill
Audio post-production 750mph
Exposure National TV, cinema