Peachaus embraces fear, laughter and underwear in its Naked Talks

Well, it is LOVELY to be back in this corner of the internet, how are you all?

It’s been a while since I had the chance to talk about creative work (which I love) and share campaigns with you that are worth sharing! But I’ve trotted myself out like Paul McCartney at…well anything post-2012 Olympics because it’s International Women’s Day and I’ve missed you.

But…I nearly didn’t write this, and before I get into campaign, I feel I need to caveat this piece by sharing that I hate all the talk around ‘imposter syndrome’ (ducks for cover!).

The term has only been around since 1978, when it was introduced by two psychologists, in what appears to be a rebrand and pathologizing of good ol’ fashioned fear. Of course, we as humans get scared! It’s literally there to protect us from lions and tigers and bears—fear is designed to keep us safe. But by giving fear a modern name, making it a ‘syndrome’ that needs fixing rather than a natural, emotional response to the unknown, or a new challenge, we keep people (and let’s be honest, you’ll often hear more women talking about it than men) small. Fear is uncomfortable and the goal of modern life is to be comfortable. So, we fix the fear, or avoid it entirely.

Except when we can’t. And that’s where this video campaign from underwear brand Peachaus comes in. 

My first watch, I thought “this isn’t for me”, and my personal rule when it comes to other people’s work – if you don’t have anything nice to say about it then say nothing – nearly had me emailing the editor to say I’d find something else.

But during the second watch something clicked, in no small part thanks to the fact I realised it didn’t mention imposter syndrome as its driver. My own biases based on the above were removed and I could see the campaign clearly as a really lovely creative piece that tackles a female fear in a supportive, non-preachy, and most importantly brand-focused way.

From its own research, Peachaus found that 3 out of 4 women fear public speaking, and in a moment of simple creativity decided to test the age-old adage of imagining your audience in their underwear. 

Peachaus underwear, of course!

The video shows four women stepping onto a small stage to practise speaking in public for different reasons. There’s the obvious – Justine, a motivational speaker – but also stand-up comedian Bethany, spoken word poet Gemma, and Yulande a maid of honour terrified of giving a speech at their sister’s upcoming wedding. For me, including the latter is what makes this campaign more relatable than others I’ve seen in this space.

We don’t all need to speak at conferences, or poetry events, or be stand-up comedians if we don’t want to be, and especially not if public speaking sends you into a spiral of fear you can’t or don’t want to climb out of. But, more likely than not, we all might be asked to give a small speech at the wedding of a loved one, or a big presentation at work.

None of the women had been told their audience would be in their underwear beforehand, so we get the see the moment they realise and begin their speaking slot. The comedian, like a true stand-up pro, uses the moment for an impromptu joke about how everyone came ‘dressed up’ which I’m sure would have relaxed her into the rest of her performance. And as you’d expect, the audience, small though it is, does feature some diverse female body types and I want to say ages, but it’s deliberately lit like a real theatre, so you don’t get a great view of them all. That being said, if Peachaus knows its audience, and you have to think from this campaign that it definitely does, there’s not much point them marketing to an audience that doesn’t buy for this campaign.

But Peachaus isn’t just all talk.

The brand practises what it p(r)eaches, with a collection of underwear that raises money to help women and girls through The Prince’s Trust, and its materials range from recycled lace and polyester to bamboo and ethical cotton – kind on your skin and the planet. So, when it asks you, at the end of the video, to ‘find your comfort zone’ you know you’re in good hands no matter where that zone is for you.

All in all, I really like this. 

It’s got all the elements of a solid brand campaign, and by playing on a universal truth around imagining audiences in their underwear being good advice for public speaking, it takes what could have been a dry, preachy ad into more fun, light-hearted territory without losing the message. Kudos to everyone involved in bringing this to life!