Shape-wear springs to mind images of granny undies and unsightly spanxs, but Host and Parlour have set out to make the undergarments sexy.

Berlei has recruited model and actor Camille Piazza performing a strip tease. In the spot she arrives home, turns on some music and proceeds to strip down to her shapewear.

Jane Lawry, marketing manager Berlei, said: “Most women are all too familiar with squeezing into uncomfortable shapewear.  Sculpt is a revolution in shapewear, the seven pieces in the range give you curves in all the right places.  It’s so sexy and comfortable that you won’t want to take it off .”

The campaign includes cinema, online and in-store activities.

http://www.youtube.com/watch?v=YVAMOEYk848

Credits: Client: Berlei Creative directors: Jo Swan and Tiara Lowndes, Parlour Account Director: Bel Hissey Account Manager: Mahsa Merat Broadcast Director: Kaija Wall Broadcast Producer: Eleanor Rout Print Producer: Ryan Swerdlow Director: Ben Briand Producer: Sarah Nichols Executive Producer: Nerissa Kavanagh Production Company: Prodigy Photographer: Georges Antoni Retouching: Gerrie Barnard Talent: Camille Piazza of Chic Management