180 Amsterdam puts Replay’s Hyperflex jeans to the test in a new online video demonstrating the elasticity of the brand’s newest offering.
In the ad, which stars Brazilian supermodel Alessandra Ambrosio and features FC Barcelona players (including Neymar), Ambrosio’s alter ego — Doctor Ambrosio — conducts a series of tests designed to highlight the Hyperflex’s elasticity. The pants are put through such “modern lifestyle tests” as twerking, playing soccer, hip hop dancing, and some more twerking for good measure, ending with the tagline “Stretch your limits.” The 90-second online spot is certainly on the goofy side, but it does demonstrate the Hyperflex’s stretching capacity well, and it has the star power to generate a lot of views. In addition to the online spot, the campaign also includes print and OOH components.
“Replay’s Hyperflex is a revolution in denim,” said Al Moseley, president and chief creative officer, 180 Amsterdam. “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.”
Credits:
REPLAY – Fashion Box S.p.A.
CEO – Matteo Sinigaglia
Benelux Managing Director – Art Zuyderwijk
Communication Director – Lorenza De Mattia
Head of Digital – Fabrizio Consoli
180 Amsterdam
President and Chief Creative Officer – Al Moseley
Managing Director – Stephen Corlett
Creative Director – Martin Terhart
Copywriter – Martin Beswick
Art Director – Stephane Lecoq
Producer – Kate Pirouet
Planning Director – Jonas Vail
Brand Director – Emma Holland
Account Director – Nicole Scopes
Production credits
Production Company – Bold Productions
Producer – Robert Godbold
Director – Justin Anderson
D.O.P. – Simon Chaudoir
Editor – Sam Gunn
Edit Company – The White House
Music – Adelphoi
Sound Design – Angell Sound
Post-Production – Rewind FX
Additional production – Smile Barcelona