Berlei has taken last year’s criticism from the Advertising Standards
Authority to heart in this summer’s campaign for its new shock absorber
Last year, the ASA banned a Berlei poster - which showed a skipping rope
drooping in the manner of two sagging breasts - on the grounds that
there was not enough factual evidence to support its claim that sports
bras can help delay sagging. However, the ASA allowed magazine
advertisements which carried more accompanying text to run.
This summer’s campaign, which was created by Abbott Mead Vickers BBDO,
is aimed at the eight out of ten women who take regular exercise but do
not wear a sports bra. It takes care to explain that unless breasts are
properly supported, regular exercise can stretch chest ligaments,
The text, which appears alongside a dramatic picture of the Olympic gold
medallist, Sally Gunnell, jogging along a mountain path, goes on to say
that more than 80 per cent of doctors surveyed agreed that wearing a
specialist sports bra helps delay sagging. It adds that the shock
absorber has been proven the best at reducing breast movement caused by
exercise. The headline reads: ‘With the shock absorber sports bra you
can run for years without dropping.’
More than pounds 500,000 has been devoted to the campaign, which was
written by Malcolm Duffy and art directed by Paul Briginshaw.
Photography was by Max Forsythe. It will run in national dailies and
their weekend sections, together with a selection of women’s and
specialist magazines, such as Marie Claire, Health and Fitness, and
Zest. The media was planned and bought by AMV.
Berlei commissioned independent research from Herriot-Watt University,
where research data on a range of sports bras on the market was
analysed. It found that the shock absorber was more effective at
reducing breast movement than its rivals in 75 per cent of all trials.
The data also showed that the shock absorber reduces breast displacement
by about 55 per cent, compared with normal bras which reduce it by only
38 per cent. Even women with A cups, the results concluded, who often
feel they do not need bras at all, are subject to an average of 50 per-
cent less displacement when wearing a shock absorber bra.