Neither picking your nose nor eating a sandwich that someone has thrown on the ground and pecked by a pigeon prevents two women from being attracted to the pants a man wears. The scene, impregnated with a marked absurd humor, presents the garments of the haute couture brand Olga Basha and proposes a different way of promoting jeans in the fashion sector.

The spot, not suitable for scrupulous people, was launched at the beginning of October and was directed by the duo Matias & Mathias, from the production company Epoch Films. With it, the brand, which could be framed in the luxury category, radically distances itself from narrative convections and the brilliant, stylized and polished aesthetic that the fashion industry usually opts for, and leans towards the grotesque and the uncomfortable, thereby generating surprise effects and high memorability.

Olga Basha creates humor from the unexpected. And it initially presents two women who, from the window of a cafeteria, contemplate a man in whom one of them has a love interest. But the story takes a hilarious turn when the young man’s unsavory habits begin to reveal themselves. Girls are able to overlook them thanks to the attractiveness of their jeans.

The announcement can be understood as the continuation of the one launched by Olga Basha in January of this year. That one showed the interaction between a man and a woman, but the chemistry between them is diluted when her unusually long toes are discovered. All in all, Olga Basha’s jeans prevail.

The creatives aim to align with the brand’s proposal. Olga Basha creates a series of limited batches each season, using carefully selected denim fabrics from surplus production. The intention would be, therefore, to transfer this differentiation to the communication of the garments themselves.

The approach allows Olga Basha to compete in the category on creativity and personality, rather than production values ​​or celebrity endorsements. Furthermore, humor brings closeness and authenticity to the brand in a segment that is usually perceived as aspirational, exclusive and even artificial.