Skims partners with Wieden + Kennedy Portland to launch a bold and playful cinematic campaign

  • Skims launches its first TV campaign, titled “Skims Lab”
  • Directed by Frank Lebon and soundtracked by “Dream Weaver”
  • The campaign features Kim Kardashian overseeing a heightened version of Skims’ R&D process
  • The crew gathers on a space ship orbiting the planet
  • Skims Lab represents the brand’s first work with an outside agency, Wieden + Kennedy Portland
  • The campaign aims to target a Gen Z audience and take the brand to a national stage
  • Wieden + Kennedy opted for a playful tone while exaggerating the company’s rigor
  • The campaign was shot on film and features costume design by Heidi Bivens
  • Skims aims to transition from direct-to-consumer performance marketing to larger-scale brand building
  • The campaign aligns with Wieden’s goal of creating timeless and meaningful advertising

Skims, the $4 billion shapewear brand founded by Kim Kardashian, has launched its first TV campaign titled "Skims Lab." Directed by Frank Lebon and soundtracked by the classic song "Dream Weaver," the 60-second spot features Kardashian overseeing a heightened version of Skims’ research and development process. The crew, dressed in Skims gear and lab coats, gather on a space ship orbiting the planet. This campaign marks Skims’ first collaboration with an outside agency, Wieden + Kennedy Portland, as they aim to target a Gen Z audience and take the brand to a national stage. The campaign takes a playful approach while highlighting the brand’s rigorous testing and attention to detail. Shot on film and featuring costume design by Heidi Bivens, the analog craft of "Skims Lab" aligns with Wieden’s goal of creating timeless and meaningful advertising. Skims aims to transition from direct-to-consumer performance marketing to larger-scale brand building.

Factuality Level: 2
Factuality Justification: The article is focused on the launch of a new TV campaign for the brand Skims, featuring Kim Kardashian. It provides detailed information about the campaign, the agency involved, and the creative process behind it. However, the article lacks factual information and is more focused on promotional content rather than providing objective and accurate news. It includes unnecessary details about the production of the campaign and the involvement of various individuals, which do not contribute to the reader’s understanding of the topic. The article also contains a significant amount of bias towards the brand and the agency, presenting their actions and decisions in a positive light without critical analysis.
Noise Level: 3
Noise Justification: The article provides a detailed description of Skims’ new TV campaign featuring Kim Kardashian and the creative process behind it. It includes insights from the Chief Creative Officer of the agency involved in the campaign. However, the article focuses heavily on the details of the campaign and the involvement of celebrities without providing much analysis or critical evaluation. It lacks depth in discussing broader implications or long-term trends in the fashion industry or advertising landscape.
Financial Relevance: No
Financial Markets Impacted: No
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Rating Justification: The article is about a TV campaign for the shapewear brand Skims, co-founded by Kim Kardashian. It does not pertain to financial topics or provide any information about events that impact financial markets or companies. There is no mention of an extreme event in the article.

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