Does Wonderbra lift and separate from the other handful of bra brands?

Over the last few years, there's been a particular branding campaign which has captured my gaze.

Even though the campaign isn't directed at me, I still notice these ads and can't look away.

"DD", Saatchi & Saatchi, 2006, 

Wonderbra is a lingerie company that's been around for most of the last century but really only uplifted its name globally in the 1990's. They differentiated themselves as the bra brand which not only enhances a woman's bust line but makes heads turn.

"Hello Boys", TBWA, 1994.

A controversial print / poster / billboard outdoor ad campaign by TBWA in 1994, with Eva Herzigova, kicked off this new creative strategy which spanned the globe and covered numerous different ad agencies.

But over the last decade, the branding campaign switched focus to a strategy where the ads displayed don't show the cleavage being enhanced but the results and consequences.

Focussing on the outcome rather than the eye-grabbing spectacle of the bras themselves, the campaign lets the viewer make the connection.

Some of these are rather obvious while others are more subtle and make you think.

"Shoes", Saatchi & Saatchi Singapore, 2002.

This ad caught my eye in a creative advertising magazine. It may not be apparent at first, but I think it works on two levels. The woman in the ad can't see her feet because she's wearing a Wonderbra. So she's unaware of the mismatched shoes. I also thought that no one else on the street notices her shoes as they are all looking at the woman's cleavage (not shown).

"Umbrella", Publicis, Paris, France, 2007.

It takes a while for some people to get this one.

It's not the vacant outdoor courtyard. Or the number of shopping bags.

(What's holding the umbrella?)

"Friends", Publicis, France, 2009.

A more obvious one but still direct and simple.

"Baby", possible spec work / mock ad.

This one is both funny and creepy at the same time. I can't seem to find an agency source for this ad which makes me think it may be a spec or mock / parody.

"Scooter", TBWA Praha, Czech Republic.

Not so subtle but still lets the viewer make the leap by the way the image has been cropped below the chest line.

"Economist", DDB Worldwide, Singapore.

This ad parodies the well-known,  long-running outdoor campaign for The Economist which is "written by intellectuals for intellectuals."

Some people have criticized this ad regarding its intention. Is the Wonderbra wearer quoted ("Linda Foster, CEO, aged 29") too smart for The Economist? Or is she not smart enough? Is it because she shows cleavage that she doesn't have to be smart to get where she wants? Is every man at her beck-and-call?

Or is it more simply that the bra works so well that the wearer can't see below it to read a magazine like "The Economist"?

I think the final suggestion is the idea DDB were trying to get across with this ad but some read it differently.

"Oranges", Copy: "Fits Naturally",  possible spec work / mock ad.

I couldn't find an agency reference for this ad so it may be another spec or mock ad. The oranges being a metaphor for the perfect "natural fit".

"Pants", possible spec work / mock ad.

Another possible spec / parody. The sheer number of these add to the brand as they are spread virally, but may be beyond the control of the Wonderbra company.

"Yellow Safety Line", Guerrilla Advertising, Euro RSCG, Singapore, 2008.

Interesting guerrilla placement by Euro RSCG Singapore - adding a second yellow safety line futher behind the regular line at public train stations in Singapore.


There has been criticism by some advertisers of Wonderbra's campaign in that it may not speak directly to its target audience of women. Some say that these ads have been designed by advertisers (predominantly men) for other advertisers (other men).

I don't agree with that entirely and I guess it differs from ad to ad. They do have a consistent visual element without the use of copy to convey their idea. It unhooks the viewer's mind to make the connection - that last step of "the big idea".

I've been meaning to cover this campaign in my blog for a while, so I'm glad to be finally getting this post off my chest (sorry for the pun/s... lol).

Guerrilla in the Midst - Several Great Guerrilla Advertising Examples Pt I

Guerrilla Advertising (also known as "guerrilla marketing" or "ambient advertising") is a fairly recent innovation in the advertising world. It involves unusual approaches such as staged encounters in public places - usually built into the physical environment. It can also incorporate interactive advertising, where the viewer can respond to become part of the advertising message.

Guerrilla as an advertising medium is becoming a more popular avenue for advertisers on a low budget, to reach consumers and a target audience in unpredictable and innovative ways.

Here is a look at several great outdoor guerrilla examples from around the globe. 

Scotch Brite Street Drinking Fountain, Bangkok, Thailand, 2009.

Y+R Thailand were asked to show Scotch Brite's super absorbent unique selling proposition. A novel way of presenting this to consumers was to build a street fountain with the sink component made completely out of the super absorbent sponge. These were set up all around the city of Bangkok, Thailand. Whenever a tap was used, the consumer saw a clear and effective demonstration of it's super absorbency. This resulted in increased product "buzz", awareness and ultimately sales.

Feed SA Shopping Trolley, South Africa

Feed SA is a charity dedicated to feeding disadvantaged people throughout South Africa. TBWA/Hunt/Lascaris developed decals depicting hungry, begging street children - placed at the bottom of supermarket shopping trolleys ( or carts) bearing the Feed SA website and the line:

 "See how easy feeding the hungry can be?"

Any food placed in the trolley appeared to be given to the child. The message was seen by hundreds of shoppers throughout South Africa for the low cost of mass produced but well designed decals. The result was a marked increase in website traffic and donations.

Cingular Billboard, New York City, 2006.

In 2006, Cingular (via BBDO NY) showcased a dramatic way to highlight the issue of dropped calls. Setting up a large billboard in Times Square, New York City, a special segment was installed on the ground below. The sign proved so popular that people walking by and tourists posed with it and took pictures. Does that mean it was a viral billboard?

3M Security Glass, Canada

Rethink Communications Vancouver found a creative way for 3M to illustrate the strength of its security glass in Canada. In selected metropolitan bus stops, a window filled with bundles of cash bills was encased inside 3M security glass. The money was real but was only $500 in value (small denomination of bills). Security guards were also present in these locations. Passers-by were encouraged to try and break the glass with their hands and feet. 

The ad took a beating but still managed to sell its point.

Superette: Thigh Advertising, New Zealand

New Zealand fashion chain Superette turned to DDB NZ for a promotion on their seasonal sale of short shorts. The agency came up with a controversial but effective method to spread the word. Indented and reversed plates were placed across inner city and fashion district bus stops, mall seats and park benches so that when people sat down, the message was imprinted on to the back of their thighs.

Not only were the reverse ads on seats but also readable on thousands of imprints on the back of people's thighs - which lasted up to an hour. The strategic placement (both by seat location and the fact that the sitter had to be wearing short shorts or a short skirt) meant that only a targetted selection of people would be displaying the sale message.

Did the Superette campaign go too far?

I came across many great examples of guerrilla advertising and will be adding to this in a later blog post.

For more samples, check out  Creative Guerrilla Marketing (I have added this to my "Interesting Advertising Links" list on the right).

Do you have any favorite examples of guerrilla advertising?