Spanx unveiled a digital campaign starring comedian Heather McMahan to support the launch of its new everyday T-shirt bra collection, Spanxsupersmooth BraVa.
Led by a majority female crew, the campaign playfully reimagines the glamorously kitschy 1980s-style bra advertisements through the female gaze. Set in a dreamy, soft-focus bedroom fantasy complete with pink satin sheets, overflowing lingerie drawers, soft lighting and dramatic bed poses, the creative nods to the era’s over-the-top lingerie tropes. But instead of promising male approval or fantasy romance, Spanx and McMahan flip the script, celebrating real-life comfort and confidence with self-awareness and humor.
“Wit and charm have always been part of who we are at Spanx, and with our BraVa campaign, we wanted someone who could really lean into that in a big way,” noted Katie Weeks, SVP of brand at Spanx. “Heather was the perfect fit. There’s truly no one else who could step into a full 1980s lingerie fantasy and completely own it with a Spanx wink while still making it feel modern, confident and relatable.”
