Partners unveils ad campaign for 'boob job' Superboost bra

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.