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Group745
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Creative in association withGear Seven
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Sloggi Ad Aims to Capture 'Unfeelable Feeling'

16/02/2018
Production Company
Madrid, Spain
324
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Shot in Spain, the piece was directed by Martín Jalfen and Audikana and shows women through the ages being liberated from undergarment oppression

Blur Films produced 'Zero Feel' for Sloggi, created by MullenLowe London. With Borja Lopez as Director of Photography and Hector Martin as Art Director, this spot is part of a global campaign that introduces Sloggi’s new range of seamless bodywear with no wires or fastenings. Sloggi aims to revolutionise intimate fashion and bring comfort to women across the globe, with the “unfeelable feeling”.

Shot in Spain and under the direction of Martín Jalfen and Audikana, the film travels through several periods in women’s history to show the struggle of feeling constrained and uncomfortable all day, leading up to present day and the discovery of freedom and comfort with Sloggi’s Zero Feel collection.

The spot begins with the protagonist, the face of Sloggi, on a 16th century set struggling to take off her iron corset without much success. She then appears in a pastel world trying to do the same with a whalebone corset, as we see the marks and imprints that this corset has left on her skin. The protagonist moves throughout history appearing in a 1920s set with blue and yellow lights, then to the retro-looking '60s, and finally to the neon world of the '80s. In every time period, the protagonist is seen struggling with the removal or her undergarments.

These situations then help us set the contrast between the past and today. We move on to present day in a bright orange set where we see a wardrobe showcasing the bras and underwear from all time periods. As the music increases in intensity, we finally see an explosion of colour and movement, a metaphor for women’s freedom from oppressive undergarments. The protagonist’s acting is full of expression and liveliness.

The colour palette for each set clearly defines the time and period in history, and goes on to offer us a powerful and vivid spot that is not only aesthetically appealing but guaranteed to make you smile.



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