Partners BDDH is launching a national poster campaign for
Superboost, billed as Gossard's most upfront and in-your-face bra.
The campaign signifies the first work from the agency on the account
since it was appointed five months ago. However, news broke last week
that the business is moving to TBWA/London. Before that, the account had
been with Abbott Mead Vickers BBDO for eight years.
The execution, which breaks on 1 November, offers women an alternative
to surgery. Shot by the fashion photographer Rankin, it features the
Gossard girl, Emma Griffiths, and four of her friends holding a banner
declaring "Boob job £19".
The campaign aims to steer clear of stereotypical bra ads and intends to
portray the five young women as confident subjects, rather than as
objects. It is aimed at being more engaging for women while still
appealing to men.
Will Awdry, the executive creative director of Partners BDDH, said:
"Superboost's appeal is gloriously obvious. But with a background of
women facing - and considering - all sorts of cosmetic possibilities,
this poster is not just an in-your-face image, but an in-your-head idea
too. The message is simple: 'Don't play with scalpels.'"
The campaign was written and art directed by Steve Nichols and Matthew
Anderson. Media planning and buying is through PHD.