The Gate launches new brand campaign for lingerie brand playful promises

This week sees the launch of a new category redefining campaign, ‘Feel playful, even when you shouldn’t’ from lingerie brand Playful Promises.

Playful Promises sets itself apart from the crowd as a brand that truly understands the experience of wearing lingerie, an experience that elevates any situation, from a mundane Monday morning to a late-night Saturday and everything in between. This is reflected throughout Playful Promises’ brand DNA, from the way in which the products are beautifully designed in London, to the extensive range of 90 bra sizes, so every woman is empowered and confident.

The campaign targeting existing lingerie wearers features beautifully shot, subversive scenes, featuring women enjoying the secret thrill of wearing Playful Promises. Leaning into the human truth that wearing lingerie provides a secret thrill for the wearer, the campaign contrasts the feeling of wearing Playful Promises with a range of unexpected scenarios in a way that isn’t typically represented in this category.

The campaign line ‘Feel playful, even when you shouldn’t’ adds an alternative perspective to the range of scenarios depicted, bringing to life the idea that wearing Playful Promises makes any situation feel more thrilling. It is the first work by The Gate for Playful Promises.

Kit Altin, Chief Strategy Officer at The Gate, said:

‘Playful Promises is a unique and ground-breaking brand and we’re excited to create a campaign that’s a perfect fit. We’re smashing category norms with a campaign that’s true to the experience of wearing lingerie, rather than the same old tired performative tropes. Like the brand and its customers, the campaign is clever and playful, and brings a welcome shot of humour to a category that often takes itself too seriously.’

Emma Parker, Founder of Playful Promises, said:

‘Playful Promises is for women who choose not to fit into pre-defined boxes. We want to empower women and echo their playful personalities. With this campaign, The Gate showed they really understand our customers and our brand, and have created a stand-out campaign that is as category challenging as we are. Humour was key for us, as was moving away from tired imagery that often forms the basis of lingerie ads. Our motto is never beige and boring, and I think this is reflected in these humorous ads. I just hope that all the clever, funny, talented women of all body shapes that shop with us like them as much as we do’

‘Feel playful, even when you shouldn’t’ is the latest in a line of wins and new work for The Gate which is part of MSQ. The agency recently won TfL’s ‘Diversity in Advertising’ competition – tackling ageism in advertising, for Church and Dwight’s intimate moisturiser brand, Replens. This campaign follows The Gate’s ‘Nobody is normal’ campaign for Childline. The agency has recently won the pitch for DKMS and picked up a Kinsale Shark for its ‘Locked Down And Out’ campaign. It also helps brands such as Brewin Dolphin, The Electoral Commission, Chiltern Railways and Church & Dwight to combine creative, data and media so they can walk through walls.