Ad Nut
Sep 4, 2018

Jiggling, bouncing, um, balls make case for sports bra usage

Campaign for Berlei by The Monkeys uses lifelike orbs to demonstrate the abuse breasts can take during athletic activity.

You may find this ad for Berlei by The Monkeys disturbing, clever, painful, inappropriate, titillating (sorry) or hilarious. Or more likely all of the above. But you can't deny that it gets across its point: Breasts come in for some rough treatment during sporting activities, and they deserve supportive garments.

Ad Nut is not sure the shot of a breast/ball getting smashed by a tennis raquet in excruciating slow-mo was strictly necessary to make the point. But the company reports that 43% of women don't know that without a sports bra, their exercise regimen can contribute to breast tissue damage that can accelerate sagging later in life. So perhaps a bit of cringe is called for.

The campaign, titled ‘Stop your boobs playing their own game’, is also meant to communicate that different sports call for different types of protection, all of which the product line in question can of course provide.   

The brand plans to run the spot on television starting this week, presumably in late-evening time slots. It might be interesting to see whether it provokes complaints and then how that would play out with Australia's somewhat sensitive ad-standards body. It may also drive Facebook's content-control algorithms a bit nuts.

CREDITS

Client: Berlei
Division Manager: Holli Michelle
Marketing Manager: Andrea Michelle
Brand Manager: Chontelle Clark

Creative Agency: The Monkeys
Group CCO & Cofounder: Justin Drape
Executive Creative Director: Justin Drape & Vince Lagana
Creative Director: Barbara Humphries
Senior Art Director: Chloe Banicevic
Senior Copywriter: Archie Murugaser
Group CEO & Cofounder: Mark Green
Managing Director: Matt Michael
Group Content Director: Kelly Spence & Kezia Quinn
Content Director: Shannon Duhig
Content Executive: Greig Carlow
Executive Planning Director: Fabio Buresti
Head of Planning: Michael Hogg
Strategic Planner: Charlotte Marshall
Head of Production: Thea Carone
Senior Broadcast Producer: Kaija Wall
Senior Integrated Producer: Sonia Ebrington
Junior Producer: Cathryn Cooper

Production Company: Revolver/ Will O’Rourke
Director: Leilani Croucher
Producer: Alex Kember
Executive Producer: Pip Smart & Michael Ritchie

Edit House: The Glue Society
Editor: Scott Stirling

Casting House: Citizen Jane
Casting Director: Natalie Jane Harvie

Sound Studio: Song Zu
Producer: Meg Drummond
Engineer: Simon Kane

Music: Level Two
Muisc Director: Karl Ritcher

Post Production: Heckler
Online: Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
VFX Producer: Amy Jarman 
Colourist: Greg Constantaras

Media: OMD Melbourne
Business Director:  Kylie Pascoe
Account Director: Camilla Wallace
Account Manager: Jasmine Poole

Public Relations - MINT
Client Services Director: Miranda Bryce
Account Director: Ambre Harfod Birkett
Rochelle Wilkinson: Senior Account Executive

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Related Articles

Just Published

1 hour ago

TikTok and Nick Tran: What happens when brand ...

Everyone loves a good stunt. But they can get tiresome after a while if they don’t align with a brand’s broader goals.

9 hours ago

New player: how Samsung levelled up with gaming ...

Launching a new type of chip isn't normally the sexiest update, so Samsung teamed up with Bartle Bogle Hegarty to hype it up to the gaming community, with a high-octane metaphorical mobile game marketplace.

10 hours ago

FMCG contributes to more than half of November’s ...

FMCG, tech and government sectors saw significant year-on-year growth.

10 hours ago

The Great Resignation hits CMOs

Recent high-profile chief marketer departures underscore the growing complexity of the job.