The latest Fabletics commercial might feel like you're watching a video from Kate Hudson's Instagram or Snapchat feed—and that's on purpose.
Hudson conceived of the idea and directed the new 30-second spot for the fashionable activewear brand, which she co-founded in 2013, after realizing that the brand's best-performing spots featured behind the scenes footage of her.
"Kate had the idea of showcasing her actual life in a commercial in a way that would feel like you were scrolling through her Instagram feed," said Shawn Gold, chief marketing officer, Fabletics.
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