They’re undeniably comfortable but there’s still a stigma surrounding ‘granny pants’ – women’s high-waisted underwear typically favoured by the older set.
But it shouldn’t be that way says UK lingerie brand Sloggi via a new campaign that literally sings the praises of the stalwart of the underwear drawer to a new, young and hip generation.
The glorious spot, titled “Lil’ Ol’ Granny – Granny Got Pants”, is the work of MullenLowe UK and stars actual grandmother, 56-year-old Colette Zacca, who apparently came to fame after her appearance at the recent Notting Hill Carnival in London.
Set to a re-worked version of Sir Mixalot’s classic I Like Big Butts And I Cannot Lie, the ad’s a wonderful, all-singing, all-dancing affair that’ll have you embracing “pants as big as your face”. Check out the fun below:
Commenting the work Sloggi global head of brand marketing Nick Tacchi said: “Sloggi has always been, and always will be about comfort. When Sloggi launched the Maxi Pant in 1979, we caught the attention of a generation of women less prepared to conform to expectations that were not their own.
“It was underwear that fitted well and was genuinely comfortable. MullenLowe’s campaign perfectly captures this spirit of being comfortable in your own skin,” Tacchi said.