Women’s shapewear brand Spanx is rolling out the red carpet for its 25 year anniversary.
The brand is running an out-of-home campaign in Los Angeles during the awards season that playfully highlights its role in dressing people on the red carpet. The “For Your Consideration” ads echo the awards season campaigns by highlighting that Spanx is the “Most Worn Designer on the Red Carpet for 25 Years.”
“The strategy is bold, playful, and purposeful—just like Spanx,” said Katie Weeks, vice president of brand marketing at Spanx. “Celebrating 25 years, we wanted to make a memorable statement that resonates with both longtime lovers of the brand and newcomers who are discovering the Spanx magic for the first time. The ‘For Your Consideration’ (FYC) concept, traditionally used in entertainment, was the perfect way to showcase Spanx as a red-carpet staple. By blending the famous Spanx humor with the excitement of awards season, the campaign honors the stylists and industry insiders who have made Spanx a staple in Hollywood fashion.”
Spanx collaborated with OOH media buying marketplace Milkmoney on the spots which included five billboards throughout high traffic areas of Los Angeles with proximity to iconic Hollywood landmarks.
“Timing the campaign around awards season aligns with our brand’s ongoing leadership in shapewear,” explained Weeks. “For over 25 years, Spanx has been synonymous with shapewear, confidence and enhancing how people feel in their clothes. This is just a reminder that Spanx continues to empower women to look and feel their best. This is less about introducing ourselves and more about reinforcing our established position as the best in the category.”
The effort targets awards voters, as well as the celebrity stylists who are busy dressing the stars this season.
“We’re targeting celebrity stylists, their clients, and key voices in the fashion industry during awards season,” Weeks added. “At the same time, we also want to connect with fashion-forward community and Spanx customers who value style, comfort, and confidence. Our campaign speaks to anyone who has worn Spanx to feel empowered—whether they’re walking a red carpet or simply going about their everyday life.”
“OOH advertising allows us to show up exactly where the action is happening – right in the heart of Hollywood during award season,” she continued. “Our high-traffic billboard placements ensure visibility in front of the industry’s biggest players. The bold, text-only design cuts through the noise and makes a statement. As we celebrate our 25th anniversary, impactful storytelling will extend this message even further, driving continued energy and engagement beyond the physical campaign.”
