Sloggi "Mind-blowingly light" by MullenLowe

Underwear brand Sloggi takes a trip into the absurd to promote its Oxygene bra.

The ad begins as a collection of bras clamour over which will be worn by their owner, who promptly closes the drawer and opts for Sloggi’s Oxygene bra instead. Once the clasp clicks, the protagonist is transformed to a world of eight-bit unicorns, rideable clouds and renaissance painting recreations.

Sloggi’s TV ad has launched alongside digital, video-on-demand, in-store and out-of-home activity. It was created by Loren Cook and Bronwyn Sweeney, and directed by Watts through Outsider. Media is being handled by Wavemaker.

Last August, Sloggi enlisted the help of students at Central Saint Martins in London to launch a campaign exploring gender roles.

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