Commercial of the day: Lululemon takes inspiration from Oscar Wilde in poetic men’s fashion film
After 18 months of global growth, sportswear brand Lululemon introduced its largest campaign ever, designed to attract more men to the retailer. Announcement of the day today, the poetic campaign is inspired by Oscar Wilde.
âMy own garden is my own garden,â said the Giant. So he built a high wall around her.
These are the vivid words of Oscar Wilde’s Selfish Giant, which Lululemon used as a metaphor to explore the impact isolation has had on people during the pandemic.
A story about the modern condition, “Getting Well is a Journey” follows a man struggling to thrive. Documenting his isolated life from work to exercise, the protagonist’s evocative voice reads excerpts from the short story, the viewer to the left drawing parallels. As his condition escalates, he wakes up from the ground to see a hummingbird in his apartment, struggling to escape through the window.
Just as Wilde’s giant learns to break his border with children, the man in the film breaks his psychological walled garden to join the world.
Created by Lululemon’s record agency Droga5, the poetic film is joined by two short spots that focus on items from the men’s range.
âSupporting our customers’ desire to feel better at all times, through the products we create and the community connections we help create, is a change that we believe consumers and the category will benefit from,â says Nikki Neuburger, director of the Lululemon brand.
Marking Lululemon’s biggest creative push to date, the menswear-focused campaign is designed to continue its global growth. During the pandemic, athleisure boomed as people began to exercise during shutdowns.
As a result, Lululemon’s digital sales grew exponentially and the company reported more than $ 2.67 billion in revenue in its three fiscal quarters from February to early November 2020.
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