Berlei’s sports bra range ‘bounces’ in new integrated campaign via Host Sydney and Parlour
Pacific Brands, Host Sydney and creative partner Parlour, have collectively launched their first campaign together since Host and Parlour’s appointment for the intimates brand, Berlei, in November 2012. The new ‘Bounce’ campaign was created to educate women on the importance of wearing a sports bra when exercising. Research conducted by Berlei and the Australian Institute of Sport reveals that even a 12B breast can bounce up to 8cm when unsupported.
Says Emily Small, marketing manager of Berlei: “We wanted to talk to women at a time of year when getting fit and healthy is most relevant to them. We all make New Year’s resolutions to look after our bodies and a Berlei sports bra is crucial to protecting even smaller breasts when exercising. Berlei bras are endorsed by the AIS and do offer protection for all breast sizes – right through from jogging to doing pilates”.
Says Suzie Shaw, managing director of Host “It’s a new, fresh and fun campaign for Berlei and has been a great way to start the new working relationship between Host and Pacific Brands.”
Says Tiara Lowndes and Jo Swan from creative agency, Parlour: “Protecting your breasts is a serious message but we wanted to deliver it in a strong, modern yet lighthearted way.”
The campaign kicks off early in 2013 with a fully integrated campaign including TV, Cinema, Out of Home, Print, POS and Digital.
Art Director: Jo Swan, Parlour
Copywriter: Tiara Lowndes, Parlour
Account Director: Bel Hissey
Account Manager: Alice Tschuchnigg
Broadcast Producer: Kaija Wall
Print Producer: Ryan Swerdlow
Director: Paola Morabito, Curious films
Photographer: Simon Lekias
Retouching: Gerrie Barnard
20 Comments
Idea good. Execution bad. VO appalling.
These girls don’t have anything to “bounce”
……. just like me lol
Bad execution.
But they have no boobs?
come on, we’re all thinking it.
They seem kind of awkward, may be because they can’t get around the fact that the concept is kind of creepy.
http://www.youtube.com/watch?v=c_lM9q2w3cI
Just a bit…weird.
i presume the idea is to sell sports bras to women with BOOBS? SO where are they?? A size 12B bra represents the ‘typical woman’ who exercises? Give me a break! Execution boring.. Makeup hideous – what’s with the pink lippy?
Slo-mo of women with BIG tits playing various ball sports.
VO: ‘Berlei Sports Bra. When the only thing you want to bounce is the ball.’
One of the best ads of all time.
Could have been a really good ad, but the voice over is terrible. I imagine the client was trying to fit in as much information as possible.
Let the product speak for itself, which includes using bigger breast.
They could learn from Bonds.
These women have boobs. The bra keeps them from bouncing. You’re desire for big boobs has blurred you comprehension of the idea. How could you be so thick? Your comments are entirely transparent.
This ad is so irrelevant to most women – the women in the ad don’t seem to have breasts at all. What would these models or the campaign creators actually know about the difficulties large-breasted women face when trying to participate in sport or find clothing that fits?
@5:18: This is an English language blog.
My wife watched this, went to look for the bra’s, couldn’t find her size in-store, bought a few online, is standing by the letterbox – and is spewing she cant have 5 of them immediately. They had sold out. So haters, line that result up against your latest DM skankfest for Corporation Whatever that generated a 0.5% sales spike which fades into statistical white noise when scrutinised by anyone with a degree stronger than a certificate 2 in design from enmore tafe.
3 of us, 16DD, 12EE, 18D have watched this ad and it is a joke. We believe you have duffed it and missed your target. Whilst u might want the small boobed women to recognize they need a sports bra, Australian women in general are much bigger, and aging, and it is those ones that definitely need it more. If I were to consider buying one of these I wouldn’t on the basis of the ad as I would think they are only going to be effective for a B cup girl.
Fortunately I (16DD) stumbled on them at a shop two weeks ago and due to getting into more exercise bought them cause I thought I needed a sports bra to control my bounce. They are great as well as fab colours. And you may be happy to know, even though I don’t have a ball to test the bounce, I did a bit of jumping and I would say my boobs moved only a couple of centimetres.
Great product very poorly designed and targeted ad!
Ditto ‘6 boobs’ – great product but poor ad! Once again the ad agency/Berlei comprimised its target group by choosing smaller breasted more visually appealling women (to whom?) – where are the stats based on size C,D ? Dont these women exercise too? Come on guys get your act together & have some respect for ALL women! AND for goodness sake just one ad is enough while watching the tennis NOT several! Its actually not even an interesting ad as the girls look awkward & fake. Learn from BONDS!
I exercise in a normal bra for the simple reason that I am a 12B and my boobs don’t bounce enough to warrant a sports bra. They’re supported enough with the norm. Not very pratical for the average size C cup and above.
12B boobs bouncing – you have got to be kidding! This ad is pathetic and turns people off your products. How about a 16D doing the same exercise????
How about you lose some weight? Trying walking on a treadmill if bouncing is an issue, guarantee it will come off your breasts first. Then you can attempt some higher impact cardio to really get you into shape. You people are just jealous of these gorgeous women with obvious average size breasts. I will be purchasing one as I regularly exercise with 10D breasts and they do bounce, and it does hurt. It would be interesting to find out how big their breasts actually are. My guess is around a 10D. Amazing how small skinny womens breasts can look to larger women with breasts surrounded by excess fat.
Seems the real issues not the 10,12,14,etc but the C,D,E… EE,etc.The owners of such appendages can find no visual connection to a couple of skinny chicks with sub 12B bits. Numerically the number of ladies over the 12B mark in Oz would far exceed the sub 12B number, so they have just failed to connect with the majority of their potential market. A split screen visual of the same 12B+ lady, one with the bra one with a “normal” bra would have been old school but far more honest and would have made a real visual connection. Would not have even needed a VO.