NEWS: Gossard advances bra war

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.

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.



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