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.
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