David Reviews

 Biting the hand that feeds us since 2002.

Uniqlo
"Wireless Bra"
66s
27 February 2017
UK Fashion Labels

Sassy, stylish and snappy, this beguiling Uniqlo commercial suggests - in no uncertain manner - that sitting still is going out of fashion. A group of women in chic but conservative officewear start getting busy with dance moves that emphasise half of them are in a state of semi-undress, and the use of Starcrawler's 'Ants' as a soundtrack with its buzz-saw riff is an inspired choice.

The spot, designed to highlight the brand's wireless bra and its philosophy that clothes shouldn't get in the way of being who you are, is given extra clout by choreographer Ryan Heffington – behind Sia's videos for 'Chandelier' and 'Elastic Heart' – to give the women a routine that is impossible to look away from.

Musical chairs, wall walking, even synchronised plate smashing (look out for it at the next Olympics) – all of this is executed with a precision and a playfulness that's at the heart of Uniqlo itself. The best designs may be dictated by the tenet 'form follows function', but here we're reminded that function and fashion follow each other.

Lancôme
"My Shade My Power"

Matt said:

How dull. They might as well have been telling me what size their shoes are.


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Uniqlo
"Wireless Bra"
66s
27 Feb 2017
Sassy, stylish and snappy, this beguiling Uniqlo commercial suggests - in no uncertain manner - that sitting still is going out of fashion. A group of women in chic but conservative officewear start getting busy with dance moves which emphasise half of them are in a state of semi-undress, and the use of Starcrawler's 'Ants' as a soundtrack with its buzz-saw riff is an inspired choice.

Uniqlo
"AIRism"
60s
28 Feb 2017
This steamy Uniqlo ad shows what happens when we get a sweat on. As these folk hustle and bustle, we watch their sweat evaporate as mist escaping into the ether. The Japanese brand's breathable fabric ensures we stay cool when the temperature rises. Black-and-white photography and a controlled, sensual pace combine brilliantly here.

Uniqlo
"Distressed Denim"
45s
28 Feb 2017
More sensuous than Uniqlo's tightly-choreographed 'Wireless Bra' film, this ad for their line of distressed denim also features dancing. A man and woman notice each other through a petrol station window, him seemingly captivated by her uninhibited moves as the clerk sleeps on the counter. The pair never touch, but the moment they pass is charged with potential.

Uniqlo
"LifeWear"
60s
31 Aug 2016
This lovingly shot commercial for Uniqlo provides a visual commentary to the question being posed by the VO: why do we wear clothes? More specifically, why do we wear what we wear? There's no clear-cut answer, but in pursuit of "the science of LifeWear" Uniqlo will keep asking. Terrific casting helps emphasise the many different reasons we dress the way we do.

Uniqlo
"This Way to Utopia"
2 mins 30s
10 Mar 2016
This languid piece for Uniqlo features some eye-catching shapes being thrown in aid of the clothing brand's Oxford Street relaunch. There's a detached coolness to this selection of urbanites turning cranes, crossbars, and even the side of a building into makeshift dancefloors/warm-up spaces, and it helps emphasise the Japanese brand's ethos of blending fashion and function.

Uniqlo
"Dancing In The Streets"
30s
16 Dec 2015
This nimble ad for Uniqlo shows how the Japanese clothing retailer can help customers stay snug and stylish this Christmas. This young crowd make the most of the snow-covered streets by showing off some graceful dance moves, aided by the brand's comfortable yet fashionable LifeWear collection.

Uniqlo
"Refine Your Style"
60s
26 Aug 2015
A subtle but very stylish spot for Uniqlo suggests that it's the brand to wear when you're busy polishing up your talents. You want to look good, but not like you care, hey? More like - oh, just grabbed whatever was closest because all I could think about was practising my instrument, you know? Because that's my priority, you get me? Who cares about clothes when you could be making music instead; am I right or am I right?

Uniqlo
"Heattech - Cate"
60s
3 Nov 2014
One of two quietly impressive spots for Uniqlo's Heattech clothing range. These feature people in jobs that expose them to difficult weather conditions and explain - without any song and dance - the importance of wearing gear they can rely on to keep them safe and warm against the elements. Here, ex-office worker Cate talks us through her job cleaning the windows of tall buildings.

Uniqlo
"Heattech - Arno"
60s
3 Nov 2014
One of two quietly impressive spots for Uniqlo's Heattech clothing range. These feature people in jobs that expose them to difficult weather conditions and explain - without any song and dance - the importance of wearing gear they can rely on to keep them safe and warm against the elements. Here, Journalist Arno tells us about his line of work.

Uniqlo
"The Heat Generation"
30s
30 Oct 2009
This ad for the Japanese fashion retailer shows a woman walking along a Tokyo street, a man making his way through New York and a woman in London... the temperature gets progressively colder but the clothes keep their owners warm while allowing them to look cool.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.