Montreal-based premium denim company Second Clothing is trying sensuality on for size in a new campaign for its Yoga jeans brand.
Launched yesterday at an open house event in Toronto, the campaign from Bottom Up Design includes an online video and in-store posters.
The 50-second video is the first of a series expected to launch over the next few months. It starts with a woman browsing a clothing store, while a friendly sales clerk looks on. The woman picks up a pair of Yoga jeans and takes them to the change room. The mood of the spot quickly turns as the woman becomes quite amorous with her find.
The spot takes on a sensual, yet humorous feel to celebrate “real” women of all ages, shapes and sizes, said Ahmad Ktaech, art director, Bottom Up Design.
“What we hope to do with this campaign is not only reflect the consumer visually, but sensually as well,” said Ktaech, who references Dove’s “Campaign for Real Beauty” as an example of how advertising can drive real women to connect with the brand.
“We believe because we have that real-woman edge to it, it breaks the line in terms of having a size zero model trying on the jeans and telling you they feel good,” he said.
The idea behind the video is loosely based on a real-life example presented to Ktaech by a Toronto sales clerk during a meeting with the client, he said.
“[The customer] apparently couldn’t contain herself, she was talking about how great [the jeans] felt,” he said.
The posters show women in relaxed positions, obviously enjoying their Yoga jeans, within various store settings including a change room floor.
The posters use the “Feel Good. Real Good,” tag line and the Second Clothing logo.
