Wonderbra launches first TV ad campaign

Wonderbra is to launch a new range of bras on television, in the

brand's first foray into the medium.



A £2.5 million campaign, breaking 2 November and running until 15

December, will advertise the Pure range, a selection of non-padded,

cleavage-enhancing bras. The brand is the most high-profile of the

novice advertisers to take advantage of the current trough in TV

rates.



The two 20-second executions, shot in Milan by the Paris-based Euro RSCG

BETC, feature the Wonderbra model Adriana in a teasing performance. In

one, she removes her bra to show off its new underwire design. In the

other, she poses in her underwear and promises the audience ten seconds

to discover the difference in her bra. She only gives them six.



Like Wonderbra's famous outdoor work, the spots are designed to appeal

to young men considering Pure as a gift, as well as to the stated target

audience of women.



The media schedule, planned and bought by the Media Planning Group,

blends youth-oriented dramas and sitcoms with reality TV and runs across

all terrestrial commercial broadcasters as well as Sky, UK Living and UK

Gold. Programmes will include Friends, Hollyoaks, Model Behaviour,

Temptation Island and Ally McBeal.



MPG's broadcast and sponsorship buyer, Shaina Galvin, said: "The

strategy to advertise on TV will enable consumers to differentiate

between Wonderbra's traditional brands and the new Pure range. The

campaign is highly targeted, buying only select programming that will

appeal to the Wonderbra audience."