Replay Makes a 'Mind-Blowing' Ad About Working Out in Denim

Spot for Hyperskin Range Stars Supermodel Irina Shayk

By Alexandra Jardine. Published on Nov 02, 2015

Editor's Pick

Supermodel Irina Shayk stars in a new campaign from denim brand Replay to launch its product range Hyperskin.

The idea of the spot, by 180 Amsterdam, is to promote the fact that these jeans are so stretchy you can work out in them. The creative does this by having the heads of other gym-goers literally explode (thankfully, into flower petals rather than anything more gross) as Shayk flexes her muscles in her new jeans. (You can imagine U.S. TV watchers doing the same when witnessing this past infomercial promoting a similar, albeit less chic stretch-denim product.) While there's something vaguely unsettling about Replay's exploding heads, it's certainly memorable. Directorial duo Tell No One helmed the ad, produced by Good Egg, London.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Nov 02, 2015
180 Amsterdam
Matteo Sinigaglia
Director of Communications:
Lorenza De Mattia
President and Chief Creative Officer:
Al Moseley
Managing Director:
Stephen Corlett
Executive Creative Director:
Dan Treichel
Executive Creative Director:
Dave Canning
Creative Director:
Martin Beswick
Creative Director:
Stephane Lecoq
Graphic Designer:
Kate Shearer
Brand Director:
Katharina Schablitzki
Account Manager:
Nicole Scopes
Creative Planner:
Clare Satterthwaite
Meredith Bergonzi
Film Production Company:
Good Egg
Tell No One
Director of Photography:
Ben Fordesman
Malachy McAnenny
Executive Producer:
Julia Reed
Sophie North @ Sophie North Casting
Final Cut London
Suzy Davis
Assistant Editor:
Peter O'Donovan
Offline Producer:
Frankie Elster
Post Production:
MPC London
Flame Supervisor:
Iain Murray
Online Producer:
Hannah Ruddleston
Sound Director:
Randall MacDonald @ Wave Studios

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.