Does Your Bra Rub You The Wrong Way?
August 29, 2007
What’s with this trend of selling underwear by talking about how uncomfortable it can be? There’s the recent Jockey’s interactive campaign “Stop Squirming” and now Playtex is focusing on the torture of an ill-fitting bra through their new “Girl Talk” campaign. “We uncovered that women of all shapes and sizes talk about their bras and breasts in funny, witty and candid ways,” said Vicki Seawright, marketing director for Playtex intimate apparel. “We found that women are proud of their bodies and really confident about themselves.” She also said that one of the goal is to show “the diversity of our Playtex bras to fit the many needs of real women.”
Okay, so we can also slide this campaign into the trend of “empowering real women.” Dove, P&G’s Black Is Beautiful and Shiseido’s Japanese Beauty campaigns all fit under this bill. Expect to see television, print and online advertisements beginning Monday. The ads feature women engaging in frank conversations about their breasts. Copylines include: “Gravity is no longer my enemy, but brownies are,” “Wearing a bra shouldn’t be punishment” and “Eyes up here.” That last one is our favorite.
Playtex is handled by Kraftworks, ltd. Above check out the inspiration video for the Barely There Invisible Look campaign from the Martin Agency for the 2007 Kelly Awards.
August 30, 2007 at 7:59 pm
Playtex is not handled by The Martin Agency.
That inspiration video is for The Martin Agency’s award winning Barely There ad campaign which has nothing to do with Playtex.
Barely There creates bras and other intimate apparel that make you look great in your clothes, hence the “No funny shapes under your clothes – Invisible Look” ad campaign. See the work at barelythere.com
April 8, 2008 at 2:02 am
I think the Playtex bra commercials are lame. I really could care less about watching “real” women stand around in their bras. I like my body too, but I fail to see why flaunting my boobs to the world would sell a bra.
Plus, Playtex should consider how many of us mom’s quickly turn the channel when the boob session comes on the TV. I don’t want my seven year old son to have to look at them! So much for advertising! Now THERE’S an impacting commerical! Ha ha! We get disgusted and turn it off!! Think about it… Not everyone is single.