180 Amsterdam Puts Replay’s Hyperflex Jeans to the Test

By Erik Oster 

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.”


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