MullenLowe’s dancing granny could be a viral hit for Sloggi

Grannies seem to be the fashion right now – we’ve had a duo from Wieden+Kennedy for Diet Coke of all things – and now it’s ‘Dancing Granny’ Colette Zacca, a 56 year old from Shefield who apparently made a big splash at the recent Notting Hill Carnival in London.

MullenLowe has signed her up for underwear brand Sloggi, with a team of like-minded gals. Should be a YouTube fave.

Sloggi global head of brand marketing Nick Tacchi says: “Sloggi has always been, and always will be about comfort. When sloggi launched the Maxi Pant in 1979, we caught the attention of a generation of women less prepared to conform to expectations that were not their own. It was underwear that fitted well and was genuinely comfortable. MullenLowe’s campaign perfectly captures this spirit of being comfortable in your own skin.”

Dancing granny Colette says: “I’m still in denial that this is all happening, and that so many people have seen my dance moves. After two hip replacements, I never thought I’d dance again, let alone be signed by sloggi. The brand has been a joy to work with, and I’m really proud of the work we’re making.

“I’ve always loved dancing so the whole experience has been incredible. It took me a while to gain the confidence I have now, so I hope the campaign inspires others to feel the same – just confident, comfortable and happy with their bodies, in their own skin.”

After some mis-steps a while back MullenLowe seems to be back on track following its shrewd acquisition of agency 101. Now it tries to make proper campaigns, however frugal some clients may be when it comes to forking out for the right canvas for its good ideas.

This may be the best yet from the newish regime.

MAA creative scale: 9.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. Avatar

    “After some mis-steps a while back MullenLowe seems to be back on track following its shrewd acquisition of agency 101… This may be the best yet from the newish regime.”

    LOL