Shut up and take my money.
That Internet cliche was my first thought when, last night, I saw Lena Dunham‘s boobs on my Facebook feed.
Because, seriously. Look at this:
It’s an ad for underwear, obviously. You can tell it’s a fashion shoot by the blankly serious expressions, the unlikely setting. Women over the age of 22 don’t spend a lot of time together in bathrooms.
But still, its similarities with any other underwear shoot pretty much end there.
No-one’s pouting or arching their backs. There’s no wind machine. No-one looks like they haven’t eaten in a month. No-one has waist-length hair extensions and a subtext in their eye that says, ‘buy these for me and I’ll f**k you’.
It’s just women, sitting around in their underwear. Beautiful, exquisite underwear. Underwear you would buy for yourself with your own actual money.
It took me 10 seconds to stop looking at Lena’s unretouched body and start looking at her bra. I used to watch Girls, I’ve seen Lena’s breasts before. ‘Woah, that’s gorgeous’, I thought. Two more seconds and I’d googled the brand, Lonely.
A credit card transaction later and I’d bought the damn bra. I couldn’t afford it.
This, my friends, is advertising that works.
Listen to Holly chat about all things underwear on our podcast. (Post continues after audio.)
Advertising that works because it made me feel excellent. Made me look at the product without the immediate recognition of, “It will never look like that on me”.