Design Diary - http://www.riksdesigns.com

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...

The above is taken from the Creative review website. It's an interesting take on underwear

advertising. A refreshing change from the dark, sultry images usually used in this kind of advertisements. It also reflects the fact that humble ordinary things are also done in underwear. Other people have given the director some stick for showing shots of bums, but that is the subject of the advert after all. I like this, it's bright, refreshing and for me it works. Not that I'am the customer demographic.