Before we're overcome by a tornado of simpering, or aggressively anti, Valentine's Day sound and fury, lingerie brand Adore Me jumps the line with the truth about what a bunch of women really want on February 14.
This is a lingerie ad, so a lot of the women featured are wearing almost only that. But this is also one of the rare times when that choice doesn't feel gratuitous or ludicrously fantasist (we're looking at you, Intimissimi!).
In other words, it doesn't feel shot for men; to hell with matching top-and-bottoms and desserty boob-bounces! Instead, "Here for It" by Tank New York gets pretty damn close to what it feels like to be a woman doing whatever in underpants (or not).
Plus, the women are engaging, the sound is pretty delicious, and it's fun to watch. Every scene is a textured universe; stories untold hover behind them. Like, what is that lady cleaning out her fridge doing, exactly?
It feels mighty fresh to see a depiction like this in a Valentine's Day ad for a lingerie brand—which are usually crammed with Stereotypes That Make Us Contemplate Future Careers as Anorexics. So thanks, Tank and Adore Me. We're here for it.
What do women want for Valentine's Day? Raw fish, champagne out of the bottle, to bang a few times. To finalize a divorce. Minimize single-use plastics. Student loans paid off. Jewelry. To be dominated. Furry fantasy roleplay. No wrong answer, really, short of murder.
(We buried the lede: There's a furry scene in here!)
The answers hail from actual Reddit responses. While we can't be sure which thread was the source, this one contains a good amount of what you see. (A similar thread asks men what they want. It is much longer—thousands of responses to the woman-thread's 500-odd. As far as we know, no one has made an ad out of that.)
"No matter who you are, or who you dream of being, we're just here to support you," says Morgan Hermand-Waiche, founder/CEO of Adore Me. "We're committed to never telling you how to act—and all the messy, honest parts of yourself are what make you human. We're here for it. All of it."
The film concludes, "Whatever you want to do in our lingerie." It will run in social, on TV in :15 and :30 formats, and be supported by a new visual identity and website.
Advertiser: Adore Me
Spot Title: Here For It
First Air Date: January 15, 2020
Creative Agency: Tank NY
Production Agency: Tank New York
VP, Executive Producer: Katy Hill
Director of Photography: Thomas Simon
Executive Producer: Michael Sapienza
Line Producer: Louis Simonelli
Producer: Kyle Davis
Audio Engineer: Dante DeSole
Creative Consultants: Asan Aslam, Cara Cecchini, Katherine O'Brien, Jackie Blaze, Mia
Rafowitz, Brian Lai, Audrey Choe
Editor (person & company):
Joshua Berger, Cosmo Street
Paolo Solarte, Senior Producer Cosmo Street
Colorist: Sal Malfitano, Nice Shoes
Finishing: Switch FX
Flame Artist: Rob Meade
Senior Finishing Producer: Cara Flynn
Assistant Finishing Producer: Jake Weeks
Principal Talent: Emily Tolnay, Kristin Muri, M. Lavora Perry, Ruth Maria Flores,
Iyanla Galletti, Hadley Boyd, Andrea Christensen, Allison Bedell