Playtex brings a new Wonderbra girl to the streets of Britain this
week with a poster campaign created by Euro RSCG in Paris.
Adriena Sklenarikova, who is as famous in France for her relationship
with the World Cup football star, Christian Karambeu, as she is for her
career as a model, will appear in three different executions breaking
nationwide on 19 October.
Helene Parent, the account director for Euro in Paris, explained: ’We
selected the new Wonderbra girl not only because of her wonderful
breasts, but because she is also witty, sexy and irreverent.
’She fits in with the Wonderbra spirit, which is all about sexiness,
confidence and fun.’
Euro Paris won the right to create the campaign after going head-to-head
with Euro RSCG Wnek Gosper with a number of campaigns, which then went
into research with an English audience.
Each poster will feature Sklenarikova but with a different
’Christmas decorations are early this year,’ one reads, ’I can’t
Who cares,’ reads another. In a third, Sklenarikova gestures to either
side of her, over the line: ’Have a heart. Look at the other ads.’
This is the first campaign created by Euro for the basic Wonderbra since
the network picked up Playtex last May. Both Euro in London and Paris
worked on campaigns introducing Bliss, the daytime version of the
The English art director, Antoinette Beatson, worked with France’s
Sophie Anduze to create the ads, which were shot by Ellen von Unwerth.
Media is being handled by Mediapolis.
The posters will be followed by press executions later in the year.
Wonderbra’s largest market in Europe is the UK, where sales were boosted
by the 1994 ’hello boys’ campaign created by TBWA.
where consumers were fired by enthusiasm for its ’push up and plunge’
features after the ’hello boys’ campaign in 1994. This was created by
TBWA and featured the model Eva Herzegova, who, like her new successor
Sklenarikova, comes from Eastern Europe.