Absolute Collagen has launched its first TV campaign, designed to show how everyday women can look and feel their absolute best.

The ads feature the brand’s loyal ‘absoluters’: five of its customers, including a CEO and a full-time mum, who demonstrate how they go through their day, supported by Absolute Collagen.

The collagen supplement brand’s campaign aims to drive awareness and accelerate growth through traditional media and provide a refreshing take on beauty ads.

Absolute Collagen Co-Founder and CBO, Darcy Laceby, says: “Our incredible Absoluters are at the heart of what we do, and Absolute Collagen is where it is today due to their immense support, loyalty and dedication towards our products. So, when it came to the casting process, we wanted to give back to some of the amazing Absoluters and feature genuine Absolute Collagen customers. These ladies represent the everyday woman - bold, beautiful and brave. With them being Absoluters themselves this campaign has a raw and authentic approach, using their Absolute Collagen journey as the narrative.”

The campaign will run throughout July and primarily targets primetime TV slots on channels such as ITV, Channel 4 and Sky as well as appearing across press, OOH and online media.