The Swedish underwear manufacturer, Lindex, is changing the game in their latest advertising campaign – ‘Underwear for Life’ – by focusing on the multifaceted lives of women rather than pushing product. It’s a refreshing turn from traditional lingerie ads, painting a much richer and truer picture of womanhood.
Emphasizing multigenerational storytelling, the campaign weaves a narrative through crucial experiences, like buying a first bra, experiencing motherhood, coping with sickness, and important transitions in life. The story subtly features Lindex’s bra range, in line with each phase of life’s journey, all while fostering a deeper emotional connection with its audience.
Director Burgess explained that his aim was to create content that the audience could emotionally connect to – laugh, cry, and dive into the world of the characters. Humour, sensitivity, struggle, and growth all mix into this relatable short film, making for a genuinely captivating, thought provoking experience.
The campaign transforms the seemingly ordinary event of a mother and daughter buying a bra, into a montage of significant life moments.
Lindex’s emotive ‘Underwear for Life’ campaign approach
By illustrating how a woman’s body, along with lingerie needs, transitions through different life stages, it underscores the symbol of self-acknowledgement a bra represents in a woman’s life.
Linda Olsson, Global Marketing Director at Lindex, emphasized the brand aims to “reflect reality, both joyful and challenging.” They hope to resonate deeply with audiences by adopting a realistic marketing perspective, telling stories that viewers can relate to. Lindex believes in creating a meaningful impact, rather than solely focusing on selling products.
By aiming to represent a diverse range of women across all ages, ethnicities, and body types, the campaign challenges traditional beauty standards and aims to enforce inclusivity. It is a celebration of the diversity and dynamism of womanhood, empowering women with a positive message of belonging, self-acceptance and body positivity.
The shift towards ads that celebrate real-life experiences rather than focusing solely on the product signals a significant evolution in the marketing industry. Other companies have also started adding depth to their campaigns, making them more engaging and personal to the consumer. It’s no longer just about selling, but about fostering lasting customer connections through compelling stories that shape the brand’s identity and values.
