Kim Kardashian’s first TVC for her shapewear brand, Skims, was always likely to grab attention and comment. Wieden + Kennedy Portland was given the job of creating a commercial that could live up to her hype and her celebrity-power.

The agency did its job well. Visuals of Kim Kardashian virtually nude and Kim Kardashian in underwear were fashioned into an OTT sci-fi story about an outer-space test lab for the brand, in which KK “Klones” features as Skims’ chief engineer, scientist and test subjects. The story emphasises the quality engineering of the product. Gary Wright’s 1975 song, Dream Weaver, underlines the fantasy, and adds a subtle reference to how Kardashian has made her dreams a reality. The film was directed by Frank LeBon. Heidi Bivens, known for her work on HBO series, Euphoria, was the costume designer. 

The commercial launched in the US ahead of the Academy Awards broadcast, running twice on ABC Countdown and six times during E!’s Oscars Red Carpet. It will run through April on TV on the US, supported in social and OOH.