Flying in the face of today’s obsession with youthful perfection and glamour, a new British hair and skin care range is embracing the allure and sensuality of middle age.
With futurologists reckoning that ‘It’s going to be cool to be old’, Über’s film, directed by Song for Marion’s Paul Andrew Williams, launches online this week and celebrates a wiser, worldlier, still sexually active consumer.
More fox than cougar, the aged heroine’s naturally empowered to look half her age before seducing a guy a quarter of it.
Suzanne Howe, Über’s founder says: “Being new to market, we wanted to make a bit of a stir. So despite our cream creating younger, smoother skin, we loved the irony of its marketing producing a few laughter lines…”
By transforming an O.A.P into a M.I.L.F, Über may be the first beauty brand to encourage women to grow old disgracefully.
Agency: superstructure® London
Director: Paul Andrew Williams
Production Co: Short Films
Editor: Ellie Johnson at Speade
Sound: Tom Heddy at Wave Studios
Post Production: Framestore