"Underwear for Life"

23 April 2024

3 mins

What lies beneath.

A woman's life is told through the medium of her underwear in this touching commercial for Lindex. It opens with her trying on a bra for the first time as her mother waits outside the changing room. We then journey with her through her life, charting the course of sexual liaisons and other adventures until she finds 'the one' and eventually becomes a mother herself.

Along the way, she loses her mother, and there is a sense that it is only through loss that she fully appreciates what she had, and is able to provide a similar sense of maternal comfort for her own child.

The 'journey through life' trope of advertising is familiar, but is no less affecting for its frequent use, and it all comes down to the execution. Director Fiona Jane Burgess uses the three minutes extremely well, making the most of Hanna Löthman Wickelgren and Linda Nellemo's emotional script.

USA

Clothing Retailers