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.