NEW YORK -- Maidenform thinks women take their bras for granted, so it has a new ad campaign, with an increased budget, emphasizing what the bra does for them in terms of comfort and look.
At the same time, it continues the whimsical approach that has marked the company's advertising since its "dream" ads that began in the Forties.
The two 30-second TV commercials portray what Marilyn A. Bane, Maidenform's senior vice president of consumer marketing, calls "an approachable fantasy."
Each commercial starts with a woman getting dressed, including a shot of a bra, and then shows a sequence of events that win her recognition. At the end, the Maidenform logo is shown, with a voice asking: "What's your lingerie doing for you?"
"Women have almost gotten blasÄ about their bras in their search for the right price," added Bane. "We've discovered that women now generally underestimate the importance of a bra and its function."
The commercials are the foundation of Maidenform's $6 million ad budget this year, a 30 percent increase over last year, when the budget was cut, she noted. As usual, about half of the spending is going for TV and half for print. The print ads, using single pages and spreads, will tell the stories told in the TV ads.
One of the commercials, entitled "The Joke," made its debut Monday on prime time cable TV and will run four weeks on the Entertainment, Nick at Nite and Lifetime channels. Print ads will be placed in May and June magazines and resume in September, when TV advertising will also resume for two months with the spots on network early-morning shows and during prime time.
Maidenform also plans to buy time during a "blockbuster TV movie" that has a woman's story line, Bane said. The movie has not been chosen yet.
Each ad shows, in the course of the story line, one of Maidenform's seamless bras. These bras wholesale from $9.87 to $10.81. However, Bane pointed out that the ads are not product ads but rather brand ads, aiming at a woman who wants to look and feel good in her clothes, while recognizing her aspirations as well.In "The Joke," a young woman lunching with friends at a restaurant tells a joke that a talent agent overhears. The screen test she gets as a result is seen by a TV executive, who gets her a spot performing a comedy routine on a late-night talk show.
The second commercial, entitled "PTA," shows a woman of the baby boom generation at a PTA meeting. Her comments to the school board prompt such a wave of reforms that the school is renamed for her.
The ads are shot in black and white to convey an "editorial richness and texture that resembles the news," said Bane.
Julie Newton, creative director of Ogilvy & Mather, Maidenform's ad agency, noted, "We've represented an exaggerated scenario to deliver our message -- your bra should do something for you. It might not land you a spot on late-night TV or get a school named after you, but it is supposed to deliver a benefit."
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)