This underwear brand doesn’t give a f*ck about age

Knix’s commercial features only women over 50

Published On
Mar 05, 2020

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Joanna Griffiths, CEO and Founder of Toronto-based intimates brand Knix, doesn’t know how old male celebrities like Tom Cruise or Daniel Craig are (They're 57 and 52, respectively). But after the Super Bowl, when Shakira and Jennifer Lopez’s half-time performance dominated water-cooler talk, she can now tell you exactly how old both singers are (43 and 50).

“The narrative is changing, but we’re still obsessed with [women’s] age,” Griffiths says.

She and her 85-person staff are aiming to challenge the conversation. On Thursday, the retailer released a 60-second video, “Who Gives a F*ck,” to shine a spotlight on women over 50. The commercial stars 13 women ranging in age from 50 to 81, all wearing Knix lingerie. “Our mission is to empower women to be unapologetic,” says Griffiths.

The spot, created in-house, aired on Instagram ahead of International Women’s Day on March 8. The company plans to broadcast a 15-second version next week on national TV.

Knix, which sells products including bras and leak-proof underwear through its own channels and Nordstrom, began airing TV ads for the first time in October. It was founded seven years ago and is one of dozens of female-centric brands, including Billie and Thinx, challenging stereotypes and promoting female empowerment in their marketing


Mar 05, 2020
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