Australian e-tailer Beginning Boutique has taken on traditional advertising – with a twist.
Its first TV ad will feature four of its customers to star in the global campaign in a bid to showcase 'real girls' relatable to the store's demographic of 18-24 year old females.
The four girls were selected from over 1000 entries in a competition launched on its Facebook page, with the winners hailing from Queensland, Canberra and Perth.
The ad will aim to garner a focus on diversity with the girls ranging from sizes 6-12 with no retouching having occurred in the editing process.
Beginning Boutique's first TV as was shot on on the Gold Coast and it set to air over 500 times on 16 Foxtel channels throughout the next two weeks.