Sloggi bras take you to cloud nine

We all have that item of clothing that can brighten our mood just because of its sheer comforticity, but few items can promise the wild journey on which this Sloggi bra takes its wearer.

Created by MullenLowe and making full-use of Outsider directing duo WATTS' multimedia talents, Mind-blowingly Light offers a sensationally surreal trip - taking the shirtless protagonist from anime character in cotton candy clouds to a real-life renaissance painting (flying past a giant meringue mountain).

Fast-paced and fun, the spot breathlessly expounds the benefits of the bra leaving the wearer, and audience, light-headed.

Bronwyn Sweeney, Creative Lead at MullenLowe in London said: “My partner Loren Cook and I wanted to make a bra ad we'd want to watch. 

"We took inspiration from music videos instead of classic bra ads to create a film that felt more like an experience putting the sloggi Oxygene at the centre of these mind-blowing scenes. We felt really lucky to have a client who was on board with the idea and honestly, it’s our favourite thing we’ve ever worked on.  

"When else do you get to say bucking cloud bronco and see it happen?”