6 months ago
Granny Got Pants, a new campaign for underwear brand sloggi featuring Colette Zacca, ‘The Dancing Granny’ from this year’s Notting Hill Carnival, launches today. The campaign, created by MullenLowe, makes the case that granny pants are comfortable and cool, despite years of prescriptive ideas about what female underwear should look like.
Colette Zacca, a 56-year-old from Sheffield who has had a double hip replacement, took this year’s Notting Hill Carnival by storm, with a video of her showing off her incredible moves going viral.
The campaign features Colette, ‘The Dancing Granny’ rapping along to a version of 1992 Sir Mix-A-Lot classic ‘Baby Got Back’ with updated lyrics. In the new version, Granny Got Pants, Colette raps about why being comfortable is the new cool.
You can check out the spot below:
The new version of the well-known track reappropriates the song by making women the heroes of their own story. In the campaign, ‘The Dancing Granny’ boogies alongside a posse of like-minded women with a range of ages and body shapes.
Media is being handled by Wavemaker and launches today across online video, in-store, influencer partnerships, and social.
Jose Miguel Sokoloff, Chief Creative Officer at MullenLowe said: “When sloggi launched the Maxi Pant in 1979, the brand caught the attention of women who wanted underwear to be comfortable and stylish. Forty years later, sloggi’s message is even more relevant today amidst the body positivity movement. This campaign demonstrates that comfort is finally cool for everyone.”
Nick Tacchi, Global Head of Brand & Marketing at sloggi said: “sloggi has always been, and always will be about comfort. When sloggi launched the Maxi Pant in 1979, we caught the attention of a generation of women less prepared to conform to expectations that were not their own. It was underwear that fitted well and was genuinely comfortable. MullenLowe’s campaign perfectly captures this spirit of being comfortable in your own skin.”
Colette Zacca said: “I’m still in denial that this is all happening, and that so many people have seen my dance moves. After two hip replacements, I never thought I’d dance again, let alone be signed by sloggi. The brand has been a joy to work with, and I’m really proud of the work we’re making. I’ve always loved dancing so the whole experience has been incredible. It took me a while to gain the confidence I have now, so I hope the campaign inspires others to feel the same - just confident, comfortable and happy with their bodies, in their own skin.”
Global Brand Communication Manager: Sonja Klocker
Global Head of Brand & Marketing: Nick Tacchi
Global Head of Marketing Communications: Andrea Ratonyi
Global Head of Marketing Strategy: Tom Jacobs
Account Director: Lee Allen
Account Executive: Anna Connolly
Business Director: Victoria Ellis
Chief Creative Officer: Jose Miguel Sokoloff
Creative Agency: MullenLowe London
Creative Director: EJ Galang & Katrina Encanto
Creatives: Charlotte Robbins, Nina Grifiths
Designers: Augusta Linquist, Danny Flint
Producer: Alex Pemberton
Strategist: Anna Jenkins
Strategy Director: Emma Batho
Categories: Underwear, Clothing and FashionMullenLowe Group, 6 months ago