Denim wear firm Wrangler have launched its “Morethanabum” campaign that asks viewers to challenge their views on female sexuality and empowerment.
The ad was shot in Amsterdam and features music and narration by New Zealand musician Kimbra. Check out the three and a half minute campaign here.
The ad talks to a number of successful women who, apparently, often get commented on for the attractiveness of their backsides – hence the “more than a bum”. The campaign features Olympic volleyball player, Francesca Piccinini, dancer and choreographer Nikeata Thompson, and transgender activist Paris Lees speaking to Kimbra about what it means to be “more than a bum.”
However, the ad – which was developed by female creatives from the Amsterdam agency We Are Pi – doesn’t just come with a feminist message, it’s also trying to flog some jeans, too.
The ad promotes Wrangler’s new Body Bespoke denim range which uses technology to ensure no matter the size of the wearer every size is equally flattering. Hence, why the ad also includes a lot of shots focused on the wearer’s derriere.