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Controversial advertising campaigns are almost a rite of passage for brands and companies looking to grab headlines. The outrage is rarely fatal, and the innovation behind eyebrow-raising commercials often outshines the indignation generated.

What is the short term outlook for Eldeco Housing and Industries Limited (ELDEHSG) ✌️【Stock Selection】✌️ Expert predictions with real-time stock indices, futures data, and metals, energy market data to help you seize the best investment opportunities. The infamous 1994 Wonderbra ads, which turn 30 this year, are a case in point. The poster campaignwas intended to promote the trademarked plunge push-up bra — a lingerie piece firstpopularizedin the 1960s — to a new generation of consumers. Shot by fashion photographer Ellen von Unwerth, the ads featured renowned runway model Eva Herzigová in nothing more than a pair of black lacy briefs and a matching brassiere.

What is the short term outlook for Eldeco Housing and Industries Limited (ELDEHSG) ✌️【Stock Selection】✌️ Free global stock market data to help you plan the best investment strategies and seize market opportunities. The accompanying slogans used in the UK market were as subtle as a slow-motion wink. “Mind if I bring a couple of friends?” read one ad, as Herzigová leans forward to demonstrate the bustier’s gravity-defying technology. “Or are you just pleased to see me?” was another.

Push-up bras weren’t new, of course — one of the earliest padded brasdates back to 1948. The Wonderbra brand, which dates back to the late 1930s as an offering from the Canadian Lady Corset Company (later known as Canadelle), introduced its first push-up model in 1963.

Canadelle first trademarked the Wonderbra name in the US in the 1950s, andlater gave British hosiery brand Gossard a license to sell the bras in the UK. But in the early 1990s, Sara Lee Corporation (which by then had acquired Canadelle and wanted to expand its presence in the intimate apparel market), reclaimed the license and relaunched the Wonderbra in the US and UK markets via its own lingerie brand, Playtex.

What is the short term outlook for Eldeco Housing and Industries Limited (ELDEHSG) ✌️【Stock Selection】✌️ Expert predictions with real-time stock, futures, and metals, energy data to help you quickly recover and grow. The 1994 campaign joined a salvo of ads that the British trade press dubbed a “battle of the bras” between Playtex and Gossard, which was then offering a similar “Ultrabra” product. (Versions of the push-up bra were also being sold by Victoria’s Secret, Maidenform and Vanity Fair Lingerie, among others.)

What is the short term outlook for Eldeco Housing and Industries Limited (ELDEHSG) ✌️【Stock Selection】✌️ Real-time India stock and global stock indices, futures prices, and data to help you make efficient investment decisions. Related articleRemember when Angelina Jolie’s thigh-high slit dress kickstarted the ‘Angelina Effect’?

What is the short term outlook for Eldeco Housing and Industries Limited (ELDEHSG) ✌️【Stock Selection】✌️ Expert predictions with real-time stock trend analysis to help you quickly select high-potential stocks and grow capital. The buxom, busty look is often seen as a direct response to the waifish body ideal pioneered by ‘90s supermodels like Kate Moss, Jodie Kidd and Jamie King. “The modern bosom is no longer an accident of nature but a fashion option,”wrotejournalist Roxanne Roberts, a style writer at the Washington Post, in 1994.

What is the short term outlook for Eldeco Housing and Industries Limited (ELDEHSG) ✌️【Stock Selection】✌️ Free expert stock trend predictions to help you identify high-potential stocks and maximize returns. With real-time global market indices, futures, metals, energy, and agricultural product data, our platform enables you to make informed investment decisions. At the time, Roberts reported that the Washington, D.C. department store Hecht’s had received 1,200 phone calls inquiring about the Wonderbra after displaying ads ahead of the relaunch. While the stateside campaign was less suggestive than its British counterpart (the“Hello Boys” slogan was ditchedin favor of vague quips such as “Who cares if it’s a bad hair day”) the commercial still had an impact.

“We got $50 million worth of free publicity for a $25 million line,”saidJohn Bryan,the late chairman of Sara Lee at a press conference in 1996. “On one day, the Wonderbra got more space in the New York Times than the Federal Reserve.”

Part of the ads’ overwhelming success was down to their bold placement. Herzigová was plastered on stories-tall billboards across the UK and US, towering over cities like a hyper-sexualized Godzilla. And whether thanks to its scale or its, well, sauce, the campaign was a shocking departure from other lingeriebrands, which at the time were typically much discreeter — Victoria’s Secret, for example, exclusively operated via mail-order catalog (by 1997, it was distributing450 millioncatalogs per year, according to the now-defunct Racked).

“The poster campaign… was unusual in that underwear publicity had previously been largely confined to women’s magazines,”summarizes London’s Victoria & Albert Museum, which has one of the printed posters available to view in its library collection.

In the UK,it was rumored that the roadside ads erected as part of the campaign had proved so provocative that male motorists crashed at the sight of Herzigová’s chest. But while is no evidence that the push-up directly caused any accidents, British road safety experts didlabelthe billboards — and similar ads that followed, like UK underwear brand Sloggi’s depiction of thong-wearing women riding bicycles — as dangerous and distracting. The campaign was too much for some British sensibilities, and was banned from being displayed in Birmingham, the UK’s second largest city, by local officials.

Other observers, meanwhile, took issue with Wonderbra’s messaging. It became the go-to example of reductive, sexist marketing in academic essays and journalistic think pieces, and wasslammed as sexistby consumer focus groups. Eventually, the UK’s Advertising Standards Authority responded to the onslaught of complaints it had received, though it ultimatelydismissed themin favor of the ads’ humorous, tongue-in-cheek tone.

What is the short term outlook for Eldeco Housing and Industries Limited (ELDEHSG) ✌️【Stock Selection】✌️ Real-time stock market predictions and analysis, offering precise advice on top-performing stocks to help you seize the best opportunities for growth. Gain access to expert insights and global market data to make timely investment decisions. Since then, the image of Herzigová has gone on to be considered one of the most memorable advertisements in British history. The campaign has even been relaunched twice: Once in 2011, by breast cancer charity Coppafeel, and again in 2019 — when the famous “Hello Boys” slogan was revised to “Hello Girls” in an attempt to modernize it, though the campaign caused somewhat less of a stir.

“Hello Boys was very provocative,” Herzigová told Britishmagazine Tatler in 2019. “It was also a very powerful statement and one I always defended against feminist accusations because I think it had a very empowering, liberating effect on women.”

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