With no professional models in sight MullenLowe MARC Philippines showcases Avon’s underwear worn by everyday people
The 90-second “The Nude Normal” spot created via MullenLowe MARC shows Avon’s nude undies worn across various skin tones and body sizes. In true TikTok fashion, the videos were shot at home with minimal setup. But what struck the audience the most was the casting.
A few years ago, Avon Philippines made a crucial decision to be more inclusive. In the years that followed, they’ve challenged size and age norms on the runway. Their fashion shows also included openly queer models. The brand even paved the way for Olympian Hidilyn Diaz’s debut as a lingerie model.
This year, the country’s leading underwear brand takes another step with a short video featuring no body makeup, no post-production cosmetics, and—in a move considered rare in the industry—no professional models.
“We want our audience to see the product the way they’d imagine it on themselves,” says Niqui Leong, Associate Category Manager for Intimate Apparel “So we got regular Avon users and just let them have fun in front of their cameras.”
Just a day after posting, the video has racked up more than half a million views online. The original post continues to stir reactions on The Avon Facebook Page.