By Alexandra Jardine, AdAge
A Spring/Summer campaign from the U.K. lingerie brand Agent Provocateur promotes sexy underwear in a very different way—by focusing on the taut bodies of female athletes wearing super-sexy underwear as they showcase their sporting prowess.
The spot features four athletes: British gymnast Georgia-Mae Fenton, Canadian pole vaulter Alysha Newman, U.S. climber Sasha DiGiulian and U.S. hurdler Queen Harrison. All are pictured preparing for and taking part in their various disciplines, but wearing right and extremely revealing lingerie (this is no Nike ad). For example, Harrison is pictured performing hurdles in a silky purple bra and suspenders with matching stockings. It’s set to the track “Oh Yeah” by Yello.
The ad, conceived by Creative Director Sarah Shotton. According to The Guardian, it was made by an all-female team and the athletes chose what they wore for the filming.
“Agent Provocateur’s Spring Summer 20 campaign is about bringing women together who are outstanding in what they do, ” said Shotton in a statement. “We wanted to hero the magnificence of their sports and body confidence and how wearing Agent Provocateur can make you feel great. The campaign celebrates their femininity and the beauty of the athletic body.”
