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
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."