Ringan Ledwidge
"Getting Dressed" for Lynx
- DirectorRingan Ledwidge
- AgencyBBH London
NICLAS LARSSON The late Ringan Ledwidge is also a true hero of mine. I remember seeing "Getting Dressed" when I was in high school and wondering why that wasn’t a feature film. It’s sexy, fresh and smart.
The story behind
The ad follows a man and woman waking up in bed and gradually getting dressed as they journey through the city - retrieving items of clothing like trousers draped over a garden gate or a shirt left on a parking meter - until they return to the supermarket where their adventure began. It plays like a surreal, reverse strip-tease: almost like wardrobe hide-and-seek in public.
The campaign earned substantial acclaim - winning four D&AD Silver awards and a Gold Cannes Lion, and being shortlisted three times at the 2005 British Arrows awards.
In Campaign’s retrospectives, the ad is noted for its "bleached-out cinematography" and “innocent past” feel - an escapist fantasy from 2004, visually charming and light-hearted, yet pre-#MeToo and social media-fueled awareness.