BBH's Bodyform ads emphasise feel

Bartle Bogle Hegarty has created a pan-European TV campaign for Libresse's feminine hygiene brands, which focuses on how the products make women feel. The campaign centres around two 30-second TV spots using the caption "Wear Bodyform" to introduce its new Flexfit system that has been designed to fit any kind of underwear.

In the first ad, for the Bodyform Ultrafit towels, a woman is in a lift wearing a long, dowdy black dress. Her hair is pinned back and she looks miserable. She looks at herself in the mirror and starts ripping off bits of her dress until she is left in a slinky little black number. The voiceover explains: "What you wear changes how you feel." The ad ends with the line: "Feel secure. Wear Bodyform."

The second ad, advertising Freshness Liners, shows a woman walking down the street. Her accessories change frequently as a voice- over explains that it's the little things you wear that can change how you feel. The spot ends with the line: "Feel your best. Wear Bodyform."

The ads break in the UK on 17 May and will run in 15 European markets.

They are backed by press, outdoor and direct marketing.

Media planning and buying is through Carat.

The campaign was written by Mark Hunter and art directed by Richard Dennison.

The TV ads were directed by Dougal Wilson through Blink.

Melanie Exon, a board account director at BBH, said: "We looked at changing the language of the category, changing Bodyform from something women use to something they wear."

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