SapientNitro enlists star line-up to revamp Lycra

Not very well up on Lycra – suggests jogging-style activities and other things I avoid – but, apparently, it’s an artificial fibre known as as spandex in some countries. It’s also a competitor to latex (steady on..).

Anyway, Lycra owner Invista has decided that it’s time Lycra became trendy and floaty so it’s enlisted agency SapientNitro, director Philippe Andre and photographer Rankin (is there a campaign anywhere without Rankin these days) for the purpose.

Here’s the TVC:

And Rankin:

Pretty good – Lycra could grow on you.