Berlei is telling women to be kind to their boobs in its first campaign since appointing The Monkeys in June this year.
The campaign introduces its new bra range, Womankind, supported by a TV commercial based on the insight that women often have to accept that bras are either uncomfortable or ill-fitting.
The 45-second spot features women of all shapes and sizes squeezing themselves into bras, dancing in nipple tassels and ripping off duct tape.
It finishes with the tagline: “It’s time to be kind.”
“The Monkeys have truly landed the importance of this new launch and what it means for women’s every day experiences. It shines a light on the need for daily, ritualistic kindness in an irreverent, honest, charming and compelling way,” Berlei senior marketing manager Zoe Hayes says.
The ads were directed by Kim Gehrig from Revolver, who aimed to be as real and authentic as possible about what boobs, and women, put up with. There is also social #boobtruth content that highlights the truth about wearing certain bras - that they are often painful, awkward, uncomfortable and sometimes, just downright funny.
The Monkeys creative director Barbara Humphries says: “The Womankind campaign reveals all the frustrations women have endured over the years from bras. We wanted to tell this story with humour, empathy and bold honesty – three things the category has often been devoid of.”
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