Women are prepared to spend big on running shoes and other sports gear, but what about sports bras? An Ipsos survey cited by Decathlon brand Kalenji found that these are only fourth in priority for women, so its new spot makes the poor neglected breasts the star.
The animated ad, by French agency Rosapark, shows the boobs watching jealously in the bushes as a pair of feet come by in comfortable trainers. "Those feet are living the dream," comments one. "In my next life, I want to be a foot," says the other. The agency worked with illustrator Valentine Reinhardt to bring the animated boobs to life in a cute cartoon fashion.
It's a fun idea, but it makes a serious point: Kalenji notes that running can be just as tough on your breasts as on your feet. A study conducted by the Portsmouth Research Group in Breast Health showed that, while most women experience breast pain when running (whatever their cup size may be), 44% of them don't do anything to alleviate their pain, whereas a good sports bra could transform their routine.