Sports bra brand Berlei uses some fairly graphic imagery to highlight importance of good bra support in a new campaign from Australia.
The spot, by The Monkeys, depicts (somewhat freakily realistic) "boob" shaped balls getting punched, kicked, squashed by tennis racquets, shot through hoops and more. Female viewers may find watching this painful, but that's the point--according to Berlie, 43 per cent of women are unaware that not wearing a supportive sports bra while exercising can contribute to breast tissue damage that can cause breast sagging later in life. The tagline is "Stop your boobs playing their own game."
The campaign launches this week on broadcast and digital platforms. Leilani Croucher via Revolver/Will O'Rourke directs and the boob VFX are by Heckler.