“Wear the damn shorts.” What a brilliant tone of voice by Havas London and activewear brand, Sweaty Betty, to jolt women out of their shyness. The campaign speaks to women as if it knows exactly what they’re thinking – read: worrying about. How few brands achieve that?
The campaign grew from research that found only 16% of women in the UK feel confident wearing shorts while working out, and only 15% of the brand’s customers wear shorts regularly.
The campaign leads with a 30-second hero film, directed by Havas London’s creative partner, Nathalie Gordon, and creative director, Amy Fasey, through Hungry Man, and set to an upbeat track composed by Yannick Verhoeven at Sizzer.
It’s direct, decisive and embolding. It allows no space for “but my legs are flabby, wrinkly, blotchy, hairy, knobbly…old”. It unites women in their embarrassment and dissolves it.
