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Clio ‘sexy supermarket’ pantyhose nods to Paris, Angelina and Giselle

Ambra Corporation is attempting to make its Clio supermarket pantyhose range sexy with a TV and print campaign taglined “When will you be seen in Clio?”

The “Coming up in Clio” voiceover sounds like it may be promoting the forthcoming content of a magazine. ACP publishes women’s mag Cleo.

Although it only uses first names, the M rated Clio ad, created by Wilson Everard, refers  to “Paris”, “Angelina” and “Giselle”. The agency has told Mumbrella that it denies viewers are intended to take the names to mean celebrities Paris Hilton, Angelina Jolie and Giselle Bündchen.

The second execution, “Angelina”, is for the Clio opaques range:

The third, “Giselle”, promotes Clio’s high waist range:

The print campaign begins on a single page, featuring a black zip and reading: “Paris caught on the coach with a sexy Italian”.

On a subsequent page, is the reveal:

“The campaign is simple, has great cut-through and will make Clio the sexy supermarket brand,” said Wilson Everard account director Natalie Kuss.

The campaign also includes a microsite, which allows the user to unzip a skirt to reveal the product.

Credits:

  • Director: Ernie Clark
  • Producer: Emily Green
  • Production company: Spirit Films
  • Sound design: Phil Keniha, Front of House
  • Print production: Maria Cannistra, Wilson Everard
  • Photography: Hugh Peachey
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