Replay: advert-body-1 by 180 Amsterdam

Replay has launched ‘Brazilians trying not to move in HYPERFREE jeans’, the new global campaign from fashion brand REPLAY, starring Alessandra Ambrosio and Neymar Jr, taking on their toughest challenge yet – resisting the urge to move. The centrepiece of the bold campaign is a 90-second film showcasing the spirit and passion of Brazil.

In the film, created by 180 Amsterdam, the stars are joined by a diverse range of colourful fellow-Brazilian characters. They are instructed “Do not move!” at the start of the film, but all immediately succumb to the beat and break out into an energetic, Carnival-style dance routine, bringing to life the unrivalled freedom of movement of the new REPLAY HYPERFREE range.

The agency was challenged with creating a campaign that would demonstrate the innovative nature of the product – the fact that it is ultra light-weight and smooth, with more freedom of motion than ever before – in a way that felt inspiring and aspirational.

The tongue-in-cheek, integrated campaign includes an online film and teaser, social content and films, print, online and OOH activity, as well as campaign images to be launched at REPLAY stores around the world.