A Dutch retailer is being widely praised on social media for its unconventional yet all-inconclusive ad campaign.
Zeeman is one of the first traditional clothing retailers in the European market to feature prosthetic legs in its advertisements. The budget chain, which has stores in Germany, Luxembourg, France, the Netherlands, and Belgium, just unveiled promotional materials featuring legs of different shapes and sizes for its latest product, Lady Fit pantyhose.
The caption attached to one of the newest campaign videos, posted just four days ago, roughly translates to “Long legs, short legs, big legs, slender legs, and strong legs. Everyone has nice legs with our Lady Fit pantyhose. For only 1.49.” It’s very clear that body acceptance and the destigmatization of prosthetics are major takeaways from the ads.
The tights are available in four different colors — black, vienna, gypsy, and graphite, in sizes 38-52. Many customers have taken to Twitter to express their approval of the retailer’s powerful move.
@zeemantextiel wat een lef. Mooie reclame vrouw met bovenbeen prothese
— Pieter Spinder (@spinder_pieter) October 29, 2016
Spinder’s response roughly translates to “What courage. Nice advertising woman with upper leg prosthesis.”
Vos’s tweet roughly translates to “These are fine commercials.” Another user, José Eggenhuizen, was so pleased by the advertisements that she wrote “Wow @zeemantextiel. What a fabulous commercial for tights. I’m going to buy them.”
Wauw @zeemantextiel. Wat een fantastische commercial voor panty's. Ik ga ze kopen.
— José Eggenhuizen (@j0sje) October 30, 2016
Michelle Brouwer was also pleased by the move, writing, “So many bonus points for this nonstandard advertisement from Zeeman! #AllLegs #Zeeman.”
— Michelle Brouwer (@woordenbrouwer) October 30, 2016
These tights can be purchased online through the Zeeman website.