Gossard pokes fun at men’s reactions to sexy lingerie in a new
cinema campaign by Abbott Mead Vickers BBDO.
The work is the latest by the client whose raunchy campaigns have
previously provoked complaints to the Advertising Standards Authority
and the Independent Television Commission.
In the new 45-second film, breaking nationally this Friday to coincide
with the release of Eyes Wide Shut, a peeping tom gets his comeuppance
for showing too much interest in a scantily clad woman in the opposite
The man is distracted from his morning shave when the woman drops her
robe. His eyes widen, his razor is frozen in mid air and his shaving
mirror steams up as she puts on her Ultrabra Super Boost.
As a result, he has to leave for work with his face covered in razor
nicks and bits of tissue. In the lift he discovers all his fellow male
occupants look the same. The endline is: ’Gossard Ultrabra Super Boost:
it’s in the cut.’
The commercial marks the agency swansong for the writer, Malcolm Duffy,
and the art director, Paul Briginshaw, now partners at the AMV
breakaway, Miles Calcraft Briginshaw Duffy. It was directed by JJ Keith
for Smith Jones Campbell and media was through New PHD.