TV advert- Freya

These images show the style used in TV adverts for Freya underwear and swimwear in sponsorship of 'The Clothes Show' on UK Style. Models are seen wearing the brand while walking through a fantasy landscape of 2-dimensional black and white illustrations with areas of
softly graduating colours. Elements of the landscape move, for example when a woman looks at her (illustrated) reflection in a pond and it ripples when she touches it.

I really like this style of animation, mixing hand drawn, still elements with video and stop frame animation. The flowing, feminine lines and feminine colours give the brand a strong personality, and one that is suited to an underwear label. The black and white allow the bright colours of the product to really stand out, and I like the fact that the models (in the TV advert at least) are not stick-thin catwalk types. This backs up the brand's message of making underwear in larger sizes than most high street labels.

I think the fantasy landscape makes sense, seeing as wandering around outside in only underwear isn't really an everyday occurance! It also gives the impression that this is for women- there are no other people at all, communicating the message that this brand is not for impressing men, it is personal. This is in stark contrast to many other underwear advertising (for example wonderbra, see below) which makes full use of the tried and tested phrase 'sex sells'. It's nice to see a company be a bit more imaginative!