A Life in 3 Minutes: Swedish Lingerie Brand Debuts an Emotion-Packed Ad

Lindex, infusing warmth into commodity products, continues its female-empowered marketing

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There’s a wide range of messy and emotional territory covered in just shy of three minutes in a new campaign from a legacy Swedish brand called Lindex.

It’s a multigenerational story, centered on a mother-daughter rite of passage, that flows from the combative teen years to the relative contentment of middle age, weaving in the joy of birth and the heartache of illness before coming full circle.

By the way, it’s an ad for skivvies.

The 70-year-old Lindex, known for its female empowerment style of marketing, recently launched its latest effort called “Underwear for Life.”



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