British hosiery brand Pretty Polly has launched “Love Legs”, a television, cinema and print advertising campaign featuring photography by Rankin and Chris. The commercial opens with a close-up of a pair of bare female legs emerging from a giant make-up compact that resembles a huge clamshell. The woman goes on to apply Love Legs cosmetics before putting on lingerie, a dress and high heels. The campaign, timed to coincide with the launch of the Sex and the City feature film in May, includes magazine ads and outdoor posters.
The Pretty Polly campaign was developed at Beattie McGuinness Bungay by copywriter Julia Martens, art director Jade Trott, agency producer Kate Mahoney, planner Aimee Luther, working with Pretty Polly commercial director Sue Clague and marketing manager Gail Newport. Media was handled at Goodstuff by planners Lucy Wilkins and Danni Mohammed.
Editor was Gareth McEwan at Whitehouse Post.
Post production was done at The Mill by VFX producer Gemma Smith, 2D lead artist Judy Roberts, assist team Grant Conner, Jay Bandlish, Jonathan Box and colourist Paul Harrison.
Audio post production was done at 750mph.