Berlei showcase variety of sizes in new ads promoting sports bras

Berlei has launched a new series of ads from Host Sydney promoting its sports bra, continuing with the theme introduced at the beginning of last year of “Berlei sports bras reduce bounce by up to 50 per cent”.

The Bounce campaign was completed with Host’s creative partner Parlour and sees a number of women from a B to a G cup exercising while wearing the brand’s sports bras, with the aim of educating women of all breast sizes about the importance of wearing a sports bra during exercise.

The ad features the voiceover of tennis star Serena Williams, who reads the ad’s tagline ‘Berlei sports bras reduce bounce by up to 50 per cent’.

The commercial will air throughout the Australian Open on free to air and pay TV, and form part of a broader integrated marketing campaign to launch Berlei Sport for Winter 2014.

The campaign includes TV, POS, digital and publicity which launched with Williams’ in-store appearance at Myer Bourke St on January 9.

The work was collaborated on by an all female creative and marketing team from Host, The Parlour and Pacific Brands.

Host’s first work produced for the Pacific Brands owned Berlei resulted in some women, and Mumbrella readers, criticising the choice of models and challenging the brand to use women with larger breast sizes in their campaigns.


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