Title | GRANNY GOT PANTS |
Brand | SLOGGI |
Product/Service | SLOGGI '79 |
Category |
F02. Challenger Brand |
Entrant
|
MULLENLOWE LONDON, UNITED KINGDOM
|
Idea Creation
|
MULLENLOWE LONDON, UNITED KINGDOM
|
PR
|
FRANK PR London, UNITED KINGDOM
|
Production
|
ODELAY FILMS London, UNITED KINGDOM
|
Credits
Jose-Miguel Sokoloff |
Mullenlowe Group |
Chief Creative Officer |
Katrina Encanto |
MullenLowe London |
Creative Director |
Edgar Galang |
MullenLowe London |
Creative Director |
Victoria Ellis |
MullenLowe London |
Business Director |
Lee Allen |
MullenLowe London |
Account Director |
Emma Batho |
MullenLowe London |
Strategy Director |
Anna Connolly |
MullenLowe London |
Account Executive |
Daniel Flint |
MullenLowe London |
Designer |
Nina Griffiths |
MullenLowe London |
Creative |
Anna Jenkins |
MullenLowe London |
Strategist |
Augusta Lindquist |
Mullenlowe London |
Designer |
Alex Pemberton |
MullenLowe London |
Agency Producer |
Charlotte Robins |
MullenLowe London |
Creative |
Mark Elwood |
Mullenlowe London |
Executive Creative Director |
Write a short summary of what happens in the film
Knicker drawers needed a hero; somebody to challenge the prescriptive ideas we’ve been fed about what female underwear should look like. Enter Granny.
In this remake of Sir Mix A Lot’s Baby Got Back, a dancing, rapping Granny makes the case for comfort, as she waves the flag for giant, granny pants.
Lyrics like ‘I like big pants and I cannot lie’ and ’my comfy ass don’t want teeny weeny quarter butt bikinis’ form an anthem that invites the world to join ‘team granny pants’, don’t give a f*ck about what people think, and embrace the comfort they’ve been shunning.
Please tell us about how the work challenged / was different from the brands competitors
Over the last 40 years, sloggi has been reduced to makers of “granny pants” and the positioning as ambassadors of comfort felt old and boring. During this time, competitor lingerie brands dominated the category, perpetuating the idea that only small is sexy.
Our audience, however, are united by a Don’t-Give-A-Fuck attitude. She was beginning to reject ‘rules’ around the ideal body shape. She questioned wearing sexy “man-pleasing” underwear over comfortable underwear for herself. She embraced bigger pants.
For the relaunch of sloggi’s Maxi, instead of brushing over our “granny pants” reputation, we embraced it. This led to a remake of Baby Got Back featuring an actual granny to propel sloggi into a new era. This was a message from women to women, about not caring what people think, and feeling as good as you possibly can in your underwear.