Ultimo CEO Michelle Mone (OBE) has been giving sneak peeks for this campaign for weeks now and I have been champing at the bit to get a glimpse of their ‘real women’. Although I don’t tend to agree with the whole ‘real women’ debate in general (see my ‘real women’ dictionary definition here) you can still get the drift of what is being intended here – models with more varied body shapes – I love to see what lingerie looks like on someone a bit more comparable to myself when buying, particularly online.
The best thing to see about Ultimo’s choices is not only the range in body shapes but in age. The ladies range from 22 to 46 and are all gorgeous.
It is always refreshing to see ‘non-models’ in advertising campaigns, the idea championed by Curvy Kate’s Star in a Bra competition (for which the photo shoot of the final 10 happened this week!) I am excited to see how the two will compare. I think the strength on the Ultimo campaign is that it contains 11 women, so we can see variety of age and size all in one advertisement.
And with Ruth Langsford being recently heralded Playex ambassador it is exciting to see so many baby steps towards a refreshing change in marketing strategy and recognising *gulps* ‘real women’.
Check out Ultimo’s idea of ‘real women’ here.
