TBWA puts Pretty Polly bras on TV

Pretty Polly is to put bra advertising on TV for the first time in six years with a pounds 5 million campaign to launch its range of bras.

Pretty Polly is to put bra advertising on TV for the first time in

six years with a pounds 5 million campaign to launch its range of

bras.



TBWA GGT Simons Palmer has created a tongue-in-cheek film that tells the

history of the bra, ending with the launch of the Pretty Polly

range.



The 60-second ad, ’wild about that bra’, shot in 50s-style Technicolor,

features a scientist dressed in a white coat promising to reveal

’everything you’ve ever wanted to know about your bra’. The voiceover

urges women to discover Pretty Polly bras, saying: ’You’re a woman. Be

one.’



The commercial ends with a woman lying on a psychiatrist’s couch dressed

only in sexy black underwear and telling the psychiatrist: ’You know,

doctor, it’s the way they make you feel,’ as the overheated doctor

explodes.



The film was written by Trevor Beattie, executive creative director of

TBWA, and art directed by Bil Bungay. It was directed by Frank Budgen

through Gorgeous.



The launch of Pretty Polly Bras reunites Beattie (who was also behind

the ’hello, boys’ Wonderbra ads in 1994), and Brian Duffy, managing

director of Pretty Polly.



’This commercial sends up everything you’ve ever heard about the bra,

from its invention to bra burning,’ Beattie said. ’If Wonderbra was

noticeable advertising, this is ’uberadvertising’. It will take its

rivals by storm.’



Debbie May, marketing manager for Pretty Polly Bras, added: ’The ads are

poking fun at the traditional male-dominated world of lingerie. We

wanted to communicate that Pretty Polly bras are not just comfortable,

they look great too.’



The commercials break on 15 May and will run this summer on terrestrial,

cable and satellite TV. Media planning and buying are being handled by

Zenith Media.