“We have to have a product demo.” This is the part of the brief that makes creatives’ hearts sink.

…Unless it’s the agency’s idea. 180 Amsterdam may well have created the sexiest product demo ever. In fashion, sexy means effective.

Here’s how the Hyperflex ad, Stretch your Limits, came about.

Italian fashion brand, Replay, wanted to show off its Hyperflex collection of super-stretchy denim. The main features of Replay Hyperflex are 100% elasticity, great shape retention – wear after wear and genuine comfort. 

180 Amsterdam guessed that using Brazilian supermodel, Alessandra Ambrosio, and FC Barcelona players as the ad’s talent would start the ad off with the essential “look at me” quality. So the ad stars Neymar Jr., Luis Suarez, Andres Iniesta, Ivan Rakitic and Gerard Piqué.

Dance is very cool right now. And hip hop is a torture test for clothes that claim to offer “unparalleled ease of motion”. So the agency added Dutch street dancer, Timor Steffans, to the line-up.

And then all it had to do was shoot the footage in a vampishly stylised manner, with cheeky ECUs and sultry slo-mo snippets. Which director, Justin Anderson, and DoP, Simon Chaudoir, accomplished with finesse.

As Al Moseley, president and chief creative officer, 180 Amsterdam, noted, “Replay’s Hyperflex is a revolution in denim. Our task was to stretch it to the limits. The tests we put it through were extraordinary. The outcome, as people will see, is truly remarkable.”

The full campaign includes an online film, print and OOH activity, as well as campaign images to be launched at Replay stores around the world.

Replay and 180 Amsterdam worked together on all aspects of the launch, including creating the name, Hyperflex, and designing the logo.

Matteo Sinigaglia, chief executive officer of Replay, commented, “The Hyperflex range changes the rules of denim and stretches the limits of the manufacturing process.  At Replay, we are passionately committed to driving innovation and we see Hyperflex as a revolution in stretch denim.  Our challenge to 180 Amsterdam was simple. Create a campaign that allows the freshness of the product to shine through, while remaining true to the distinctive signature and values of the Replay brand.”

Creative credits:

Agency: 180 Amsterdam

President and chief creative Oofficer: Al Moseley

Creative director: Martin Terhart

Copywriter: Martin Beswick

Art Director: Stephane Lecoq

Producer: Kate Pirouet

Production Company: Bold Productions

Producer: Robert Godbold

Director: Justin Anderson

DoP: Simon Chaudoir

Editing: The White House

Music: Adelphoi

Sound Design: Angell Sound

Post production: Rewind FX

Additional production: Smile Barcelona