sloggi says pants to grannies not being cool
A new campaign for sloggi underwear sees The Dancing Granny take centre-stage to show that comfort is cool.
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A new campaign for underwear brand sloggi, featuring Colette Zacca - aka The Dancing Granny - from this year’s Notting Hill Carnival, has just launched.
The campaign, created by MullenLowe and directed by Peter Lee Scott through Odelay Films, makes the case that granny pants are comfortable and cool, despite years of prescriptive ideas about what female underwear should look like.
Zacca, a 56-year-old from Sheffield who has had a double hip replacement, took this year’s Notting Hill Carnival by storm, with a video of her showing off her incredible moves going viral.
The campaign features Zacca rapping along to a version of 1992 Sir Mix-A-Lot classic Baby Got Back with updated lyrics. In the new version, Granny Got Pants, Colette raps about why being comfortable is the new cool.
The new version of the well-known track re-appropriates the song by making women the heroes of their own story. “When sloggi launched the Maxi Pant in 1979, the brand caught the attention of women who wanted underwear to be comfortable and stylish," says Jose Miguel Sokoloff, Chief Creative Officer at MullenLowe. "Forty years later, sloggi’s message is even more relevant today amidst the body positivity movement. This campaign demonstrates that comfort is finally cool for everyone.”