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Hotter – Get Comfortable

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As a woman are you more cover-up than cover girl? Is your swelling belly indicative of new life flourishing or a lifetime of tasty pies?  In a wedding dress, are you viewed as enchanting or eccentric – a touch ‘Miss Havisham’, the jilted-at-the-altar spinster in Dicken’s Great Expectations who wore her frayed gown well into her dotty dotage…

Sad. Old age is often viewed as a bit sad. As are comfortable shoes that go along with the need for your time-ravaged feet to enjoy spongy souls and arch support. 

Yet this delightful spot Get Comfortable, created by agency Pablo, directed by Phoebe Arnstein, through Pulse, treads over tired, ageist stereotypes about how middle-aged should disport themselves. The campaign juxtaposes expectations and judgements of older vs younger women, and expands the notion of comfort to mean being comfortable with however you choose to live your life. 

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