'Comfortable Conquers' in MullenLowe London's Electric Spot for Sloggi

MullenLowe London has launched the first ever unisex campaign for underwear brand, Sloggi. Entitled Comfortable Conquers, the campaign highlights the emotional benefit of comfort, not just the physical.

Three years on from the launch of Sloggi as a standalone brand, the campaign officially launches the next product in their ZERO Feel platform, the ‘ZERO Feel Softbra’. The comfort-first underwear brand has also extended the ZERO Feel range for men, and will feature men in the campaign for the first time ever.

Comfortable conquers features a man and a woman wearing ice skates, capes and Sloggi underwear. The campaign highlights the importance of comfort in our lives, stating that “Comfort is like an entourage of confidence marching with us in our daily conquests.”

Media is being handled by Wavemaker and launches internationally today across VOD, TV, in-store, influencer activations, digital display and social.

EJ Galang, creative director at MullenLowe said: “Feeling comfortable is the starting point for feeling confident and able to face the day. This campaign reflects that and highlights Sloggi’s high-quality range and the emotional, as well as physical, effects of comfort.”

Nick Tacchi, global head of marketing at Sloggi said: “We’re excited to launch our new product range with the Comfortable conquers campaign. The creative perfectly demonstrates our position as an innovative, comfortable, everyday bodywear brand.”