Italian denim specialist Replay has sought inspiration from Brazil for its latest campaign in which FC Barcelona star Neymar Jr stars alongside model Alessandra Ambrosio.
Championing the new Hyperfree product range the ‘Brazilians trying not to move in Hyperfree jeans’ campaign sees the stars instructed to stand stock still while wearing the garments, with predictably animated results.
In the 90 second film, created by 180 Amsterdam, the pair are seen gyrating to an energetic Carnival-style dance routine intended to demonstrate how lightweight material and smooth fit of the trousers.
Matteo Sinigaglia, Replay CEO, commented: “At the heart of this campaign there is our need to deliver a different perspective to people on how to use denim and to let them feel a revolutionary experience in motion. The Hyperfree product was engineered to praise freedom in movement and we delivered the smoothest denim in the world.”
Al Moseley, president and chief creative officer at 180 Amsterdam, commented: “We denied Neymar Jr, Alessandra Ambrosio and a group of their Brazilian compatriots their birthright, the thing they hold most dear - their ability to move. The results were anarchy - dripped in Brazilian style, rhythm and sexyness ... and I can't stop watching it.”
The 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.