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).

Will & Kate in the Royal "House Of Love"

EXCLUSIVE:

Dress Rehearsal for the Royal Wedding of Kate Middleton and Prince William at the end of the month.

Watch below.




OK. So it's not the real Royal Wedding.

All In The Royal Family.

It's actually a viral video called "Wedding Dance" that was just launched this week by T-Mobile UK as part of their "Life's For Sharing" campaign. You may have gathered this if you watched the video clip all the way to the end.

Ad Agency Saatchi & Saatchi used royal phoneys to help advertise T-Mobile's phones.

They are cashing in on the hype and lead-up to Will & Kate's real wedding at the end of the month. The original viral video from 2009, "JK Wedding Entrance Dance" became an international phenomenon amassing over 64 million views to date. It was parodied quite successfully in Season 6 of The Office.

"With this T-Mobile Ring, I thee wed."

The song used in the vid is East 17's 1993 dance hit "House of Love."

"Chuck" and "Camilla" bump 'n grind down the red carpet.

Most of the look-a-like actors do have a striking resemblance to the people they portray. The "Archbishop of Canterbury" and "Camilla, Duchess of Cornwall" are almost dead ringers. This particular version of "Prince Charles" had a little too much chin, too much hair and not enough ear on show. The mismatched and amateur choreographed dancing works with the awkwardness of the characters themselves. Unusually, "Prince Harry" seemed somewhat restrained, but "Will" & "Kate" sell their parts well.


Below is a "Making Of" video showing behind-the-scenes footage. The London church used in the filming, St Bartholomew's Church, was also used in the movie "Four Weddings and a Funeral."

Now, alot of the common folk of Greater Britannia may cringe and cower at the attention this might receive. Perhaps many find that anything to do with the Royals is cringeworthy. The real upcoming royal wedding will give the Queen's British subjects a chance to celebrate their serfdom in true style. How often do you get to throw a wedding laden with pomp & circumstance that you would normally never be able to afford?

T-Mobile's spoof wedding could prove to be a lot more entertaining, shorter, sharper, and with a lot more punch than the long drawn out actual wedding / possible yawnfest. One thing it will definitely be is a darn sight cheaper than the real one at the end of the month - which in a time of "British austerity" could be a good thing.