Creativity

Freaky boobs 'play their own game' in this sports bra ad

Painful but educative viewing from Australia's The Monkeys

By Alexandra Jardine. Published on Sep 04, 2018

Editor's Pick

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.

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Credits

Date
Sep 04, 2018
Client:
Berlei
Agency:
The Monkeys
Division Manager:
Holli Michelle
Marketing Manager:
Andrea Michelle
Brand Manager:
Chontelle Clark
Group CCO & Cofounder:
Justin Drape
Executive Creative Director:
Justin Drape
Executive Creative Director:
Vince Lagana
Creative Director:
Barbara Humphries
Senior Art Director:
Chloe Banicevic
Senior Copywriter:
Archie Murugaser
Group CEO & Cofounder:
Mark Green
Managing Director:
Matt Michael
Group Content Director:
Kelly Spence
Group Content Director:
Kezia Quinn
Content Director:
Shannon Duhig
Content Executive:
Greig Carlow
Executive Planning Director:
Fabio Buresti
Head of Planning:
Michael Hogg
Strategic Planner:
Charlotte Marshall
Head of Production:
Thea Carone
Senior Broadcast Producer:
Kaija Wall
Senior Integrated Producer:
Sonia Ebrington
Junior Producer:
Cathryn Cooper
Production Company:
Revolver
Production Company:
Will O'Rourke
Director:
Leilani Croucher
Producer:
Alex Kember
Executive Producer:
Pip Smart
Executive Producer:
Michael Ritchie
Edit House:
Michael Ritchie
Editor:
Scott Stirling
Casting House:
Citizen Jane
Casting Director:
Natalie Jane Harvie
Sound Studio:
Song Zu
Producer:
Meg Drummond
Engineer:
Simon Kane
Music:
Level Two
Music Director:
Karl Ritcher
Post Production:
Heckler
Online:
Heckler
VFX Supervisor:
Jamie Watson
Executive Producer:
Bonnie Law
VFX Producer:
Amy Jarman
Colorist:
Greg Constantaras
Media:
OMD Melbourne
Business Director:
Kylie Pascoe
Account Director:
Camilla Wallace
Account Manager:
Jasmine Poole
Public Relations:
MINT
Client Services Director:
Miranda Bryce
Account Director:
Ambre Harfod Birkett
Senior Account Executive:
Rochelle Wilkinson

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