Gossard is launching a new offensive in the ‘bra war’ by adopting the
‘widget’ jingle from the John Smith’s beer commercial to launch its
Ultrabra Perfection range.
The new product claims to combine cleavage with comfort, a feature
illustrated by a model twisting and turning because her bra is so
uncomfortable as the soundtrack proclaims: ‘Fidget, she’s got a fidget,
a fidget she has got.’
The 20-second film, breaking on national TV this Saturday through Abbott
Mead Vickers BDDO, highlights what Gossard claims are problems
associated with many uplift bras, which cause the wearer to adjust the
bra continually to stay comfortable.
Farah Ramzan, the AMV board account director on the business, said:
‘Wearing an uplift bra can be like wearing stiletto heels. You do it for
effect and put up with the pain.’
Gossard hopes the range, boasting stay-in-place pads, cushioned straps
and soft lining, can make gains in the publicity stakes dominated by
TBWA’s Wonderbra ads.
‘We’re not overtly attacking Wonderbra,’ Ramzan said. ‘We’re just trying
to sow some seeds of doubt in consumers’ minds.’
The commercial was written by Malcolm Duffy, art directed by Paul
Briginshaw and directed by Adrian Moat through RSA Films.
