The challenge in the brief, according to Frieze Films director Steve Tanchel, was to make the ads beautiful; to create a fashion piece and to prompt a wry smile.
The two "Get ready to rumble" ads are a fresh take on the usual retail ad. Donovan Bryan, creative director at Grey Worldwide's SA activation department, says: "Retail doesn't have to be boring and people want to experience the brand if you give them the opportunity. Steve was an obvious choice for this project given his background in photography and he was able to get so much more from the models simply because he has such a good relationship with them."
All of which resulted in beautiful models in very high heels donning boxing gear and getting ready to rumble. Catch them on TV until the end of January.