Berlei campaign urges women to “stop boobs playing their own game”

Ouch. Accenture-owned The Monkeys in Sydney has created a set of slow motion squishy boobs that get kicked around, punched, dropped, and hit by tennis rackets.

The idea is to show what happens when women don’t wear a Berlei sports bra. Andrea Michell, the company’s marketing manager, couldn’t resist saying: “Without the right bra women’s breasts are getting knocked around almost as much as the balls they’re playing with.”

It’s fun and entertaining rather than unsavoury, and the soundtrack bounces along nicely. The agency’s $63 million price tag may have been money well spent.

MAA creative scale: 8

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.