GRANNY GOT PANTS

Short List
TitleGRANNY GOT PANTS
BrandSLOGGI
Category F02. Challenger Brand
Product/ServiceSLOGGI '79
Entrant MULLENLOWE LONDON, UNITED KINGDOM
Idea Creation MULLENLOWE LONDON, UNITED KINGDOM
PR FRANK PR London, UNITED KINGDOM
Production ODELAY FILMS London, UNITED KINGDOM
Credits
Name Company Position
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.