Underworks targets female audiences in latest ‘No More Plain Jane’ brand campaign via Bengar
Australian family underwear brand Underworks aims to increase unprompted brand awareness with a memorable, entertaining and fun advertising campaign targeted at female audiences from Bengar.
Says Sam Todaro, managing director, Underworks: “Underworks underwear has enjoyed a loyal customer following for many years and our goal was to create a campaign to set our company aside from the crowd, deliver a memorable TVC and put our brand up in lights. Bengar spent time researching our core competencies in the underwear space and presented clever creative that was fresh and exciting, with a real focus on our customer.”
Says Ben Gartland, writer and director of the spot and founder of Bengar films: “Underworks is a brand for the whole family. We decided to amplify the attributes of 1 Underworksʼ patterns and prints and show Jane as the clear hero in purchasing for the family. With No More Plain Jane we see the
Underworks jungle prints in full action – even taking the local monkey by surprise. With No More Plain Jane, we are saying that family underwear can be adventurous and fun.
“Our aim from concept through production was to create a unique look and personality for the Underworks brand, by combining live action with animation in a unique and artful way.”
No More Plain Jane airs in NSW starting this Saturday 03 October on Network 10, Channel 9 and Channel 7, with digital, print and OOH to follow.
1 Comment
So why PR this? I get it, just not sure why you tell everyone?