Watch the new TV ad from Simply Yours, created by Principles, which launches the lingerie brand's new season catalogue.

Principles say the ad, which promotes the JD Williams-owned brand's exclusive new range of shapewear and swimwear, "evokes 1940s glamour" and has a "dramatic and magical" concept.

Natalie Grogan, marketing recruitment manager at JD Williams, said: "This new stylish advert targets the sophisticated woman who expresses her inner confidence through a range of stunningly beautiful underwear."

Explaining the concept behind the 30-second spot, which has now gone on air, Helen North, account director at Leeds-based Principles, added: "The Simply Yours advert draws on the theatrical roots of burlesque: luscious velvets mixed with glitter and sparkling lights.

"We aim to generate interest for the new spring summer catalogue and enquiries through www.simplyyours.co.uk, whilst pushing the brand characteristics in a new direction.”

Post-production for the ad was handled at Manchester production house 422.