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Fancy pants
Advertising, Music Video / Film
Posted by Gavin Lucas, 26 January 2010, 12:02 Permalink Comments (15)
In an ad agency free collaboration, filmmaker Justin Anderson has made a film with lingerie brand Damaris. The film, called Chore, features a girl going about her regular cleaning routine at home, whilst also trying out a whole range of Damaris lingerie...
The film - which is set to live and air online only, rather than on TV - came about when Anderson approached his friend Damaris Evans, founder and designer at Damaris with an idea to create a film based around the rituals that women apply to their domestic chore routines. "Almost everyone I spoke to had a certain particular way of cleaning," says Anderson, who started researching the idea early last year. "I asked girls about their cleaning routine and the answers I got were as hilarious as they were varied. High on the list was wearing underwear whilst doing the cleaning and ending up in the shower."

As well as doing the ironing, scrubbing the floor, taking out the rubbish and a spot of hoovering, the girl in the film also reveals some bizarre aspects of her domestic chore routine. She makes time to relax under a rug and at one point is seen with a bucket on her head (above). Warning: partial nudity and frilly knickers feature prominently in the following film...
Chore Damaris by Justin Anderson from Justin Anderson
Chore credits:
Director: Justin Anderson
DoP: Alessandra Scherillo
Music: Pete Diggens
Production company: Independent Films
Executive producer: Rebecca Pople
Post production: The Mill
Editing: Ponyboy
Title design: Studio Frith
15 Comments
This guy seriously likes this girls bottom.
And why not.
2010-01-26 12:46:00
On the strength of that short, I will never buy Damaris underwear. How am I, as their target demographic supposed to feel about that film? Now, I totally understand that certain underwear is designed not to be worn for comfort and support but for fun & games, but what on earth was Justin Anderson trying to achieve? Agent Provocateur produces similar garments yet their advertising depicts the wearer as in control of her own sexuality- Damaris has allowed Justin Anderson to reduce their potential audience to a wet bum. well done, someone get that product manager a cigar...However, I think the saddest thing about that piece of work (sadder even than a woman spliced in half and identified only by her bottom & front bum) is that I feel prudish saying that I find this unacceptable.
2010-01-26 12:47:28
I suspect their target demographic is men buying undies for the ladies...
Guy Bourdin was doing it more stylishly and sexier 30+ years ago.
2010-01-26 13:28:16
Reminds me of my mother.
2010-01-26 13:32:56
#Damo
ta for the tip love.
2010-01-26 14:01:08
This is too weirdly unsettling to appeal to anyone. The general tone and music completely remove any humour from it...I think the only person who would like this would be some sort of deranged lunatic who keeps a scantily clad woman to do his housework.
2010-01-26 16:07:52
Loved it.
My interpretation was a woman at home, bored doing the housework, and so was messing about and trying on different undergarments.
I think the contrast between the mundane and the sexy and exotic worked well.
I didn't get the feminist thing at all.
2010-01-26 16:11:12
I think its stylish, sexy and I'd quite like a pair of thier knickers. he's shot it in an elegant stylish way that is unlike the boring rather dated agent provocateur work. i think maybe Gemma needs to stop over thinking it...
2010-01-26 17:02:43
I could think of worse ways to spend a day with a camera...
2010-01-26 21:31:18
The darkest, sexiest, uncomfortable lingerie advert I think I've seen.
I agree with Clough. My mum had a set of those 70's G-Plan nested tables!
2010-01-27 09:21:14
Love the end scene. very neatly lined up, indeed.
2010-01-27 12:47:04
I was just watching this and when I sent the link to someone it was removed already.
I don't think there was any need for more nudity in the end scene.
2010-01-27 20:42:23
I was just watching this and when I sent the link to someone it was removed already.
I don't think there was any need for more nudity in the end scene.
2010-01-27 22:50:14
@ Daniela - thanks for pointing out the link was redundant. It should all work again now
2010-01-28 12:12:00
Bizarrely, I was just listening to The Hum by Killing Joke as I was watching this. And even more bizarrely it kinda worked.
2010-02-10 19:28:35
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Gavin Lucas