Pretty Polly is launching its new range of knickers, Pretty Polly
Niks, with a campaign that aims to define the ideal bottom in the same
way that Wonderbra defined the ideal cleavage.
The pounds 1 million press and poster campaign was created by TBWA GGT
Simons Palmer and comprises three executions all featuring women wearing
only a pair of Niks. All three carry the line, ’underwherever’.
The first ad is shot in the shopping mall, Hays Galleria, and depicts a
woman shopping, wearing only her Niks. The second features a woman in a
bowling alley and the third shows a woman walking into a bar.
Trevor Beattie, the creative director of TBWA, said: ’Niks can be worn
anywhere, anytime, with whatever, underwherever - hence our line. It’s a
long-kept secret that white knickers are far sexier than black.’
The posters will run nationally from 2 November, with ads in the style
press, including the December issues of Cosmopolitan and She.
’These are simple, bold and attention-grabbing ads for great products,’
Brian Duffy, the vice-president of Sara Lee Hosier Europe, said. ’The
world of women’s knickers is about to change.’
The ads were written by Trevor Beattie and art directed by Bill
Bungay.
Photography was by Isak Hoffmeyer. Media Solutions handled the media
planning and buying aspect.
Duffy, the former Playtex managing director, first worked with Beattie
on the lanch of the Wonderbra with the famous ’hello boys’ campaign in
1994, which starred Eva Herzigova.
They were reunited in 1996 after Duffy’s move to Pretty Polly, where he
appointed TBWA to handle the relaunch of Pretty Polly tights. The
resultant work, a 30-foot high poster showing only a pair of legs, won
best poster at the Campaign Poster Awards last year.
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