You'd be forgiven for thinking that this spot, created for men's fashion brand Paisley, is just your everyday dose of cultural appropriation for a pointless, fashion-y reason. But watch "Hide," an engaging, interesting new spot created by agency MAYD through to its conclusion, and it actually might make you think.
The deftly edited, beautifully soundtracked spot features a figure, clad in a burqa, going about their day --driving, eating, looking out of a window. Throughout, you catch glimpses of women staring at the figure, something that is entirely plausible. There are also shots of another blond woman, who eventually comes face-to-face with the burqa-clad figure. Which is where things get a little bit different.
On the face of it, it's just a fashion ad, with the message that Paisley will make your man look so delicious, you might want to hide him. But dig deeper and it also brings up interesting points about how people view the burqa -- as a way for the women who wear it to "hide" their beauty, or a way for those of the opposite sex to do it for them. There's also an interesting discussion to be had about gender identity and what it really means.