Ad of the Day: Lindex chronicles woman’s life after formative bra-fitting
This ad is so familiar because it shows life’s ups and downs without any sugarcoating. As we travel through the life of a woman, there are many moments we can relate to, landing it our top spot today.
Swedish fashion retailer Lindex is putting women front and center of its new ad campaign but in a very raw and unfiltered way. Viewers see a woman's life from her teenage years right up to going through menopause, with the product at the heart of the short film.
The story is relayed poignantly with poise and a dash of humor, which makes it all the more relatable. This relatability is crucial in fostering a strong emotional connection with the brand and its message.
What makes this ad stand out is that it takes an unexpected direction for a lingerie brand. For people who remember going to buy their first bra, there’s a sense of nostalgia and significance too. There’s a ‘lived experience’ element to this video that strikes an emotional chord.
Overall, the ad is refreshingly honest, with authentic storytelling and visuals. It leaves a lasting impression and is deserving of the Ad of the Day.
Credits
Production company: Smuggler
Director: Fiona Jane Burgess
Managing director: Fergus Brown
Managing director / Executive Producer: Lucy Kelly
Producer: Ellie Fry
Production manager: Ellie Sanders Wright
Production assistant: Kamran Marzban
Production runner: Hannah Wolfenden
Client: Lindex
Art director: Hanna Löthman Wickelgren
Creative copy: Linda Nellemo
Creative director: Martin Cedergren
Project leader: Frida Kifeldt
Business lead: Pia Råde
Stylist: Charlotte Kopp
Production executive: Martina Sandström
Motion graphic designer: Karl Stigland
Graphic designer: Olivia Segerqvist
Graphic Designer - Åsa Westlund
Social media manager: Jeanette Olsson
Social media content specialist: Alicia Rickström
PR & influencer marketing manager: Susanna Antonini
Global media lead: Annelie Fredriksson
Paid social media specialist: Emelie Franzén
Marketing and customer analyst: Sara Ritzby
Director of global marketing: Linda Olsson
Casting: Road Casting
Cinematographer: Andreas Johannessen
1st AD: Joe Carter
2nd AD: Alix Williams
1st AC: Barney Batchelor
2nd AC: Nina Mangold
Cam trainee: Eve Gabarre
Grip: Louisa Court
Video playback: Liam Coles
Sound recordist: Lucy Pickering
Boom Op: Chi Limpiroj
Gaffer: Ben Manwaring
Electrician: Aggie Mentel
Electrician: Perry Read
Electrician: Conrad Reid
Electrician: Jamie Chatz
Electrician: Camilla Dazzi
Electrician: Kevin McFadden
Rigger: Mark Spring
Production designer: Bon Walsh
Art director: Tasneem Elnayal
Prop master: Ezra Piers-Mantell
Props assistant: Jonas Morgan
Art assistant: Adrian Gono
Art assistant: Jamie Brown
Art assistant: Jumana Abdelsalam
Construction: Tom
Action vehicle: Chris Anstey
Wardrobe stylist: Verity May Lane
Wardrobe assistant: Lucy Thomson
HMU stylist: Michele Baylis
HMU assistant: Roise McGinn
HMU assistant: Amy Whyard
Runner: Maya Armon
Runner: Grace Robertson
Runner: Bradley Baterip
Runner: Hugo Foley
Runner: Barney Hartwill
Rushes runner: Monty Chaudoir
Post production and VFX: Okay Studio
Postproduction producer: Neuma Llusiá
Editor: Jo Lewandowska
Edit assistant: Michelle Koops
VFX: Faris Hallaq
VFX: Richard "Stretch" Russell
Graphic design and motion graphics: ℅ Lindex
Colour grading Studio: TMLS
Colourist: Julien Alary
Colour assistant: Malin Imerslund
Colour assistant: Chrisremy Berrefjord
Colour Producer: Eli Mari Sandal
Sound design and mix: King Lear Music & Sound
Sound designer: Jack Sedgwick & Dugal MacDiarmid
Audio producer: Natalie Curran
Catering: Reel to Reel
Medic: Paul Mawson
Camera Kit: Panavision
Lighting: MBSe Lighting
Film Stock: Kodak
Film processing & scanning: Cinelab UK