Berlei serves up a new campaign to support women featuring Serena Williams
Lingerie company Berlei has released a new brand platform, ‘In Support of You’, and a new campaign via Accenture Interactive’s The Monkeys.
The campaign features a range of diverse women, including tennis star Serena Williams.
The 30-second spot begins with a stereotypical bra ad, before listing the situations that a bra will not help – fixing the pay gap or helping to find a partner. It ends with the line: “A bra can’t change the world. But a good one can support you through it.”
Berlei marketing manager Andrea Michelle said: “With this campaign we want to show women we understand them, we speak directly to them – women-to-women – with a message of support and solidarity.
“The Berlei campaign bravely admits that we play but a supporting role in the success of women – albeit an essential one – by stating with refreshing honesty and inarguable legitimacy: ‘a bra can’t change the world, but a good one can support you through it’.”
The Monkeys executive creative director Barbara Humphries, who was promoted last week, added: “A bra has one job, and one job only. While Berlei bras do that one job very well – so well that Serena wears them exclusively when competing – there’s a limit to their superpowers. We couldn’t resist having fun with that.”
The campaign will be on national broadcast television and will be supported by social, digital, PR, EDM’s, and point of sale.
One of The Monkeys’ previous campaign for Berlei showed the impact of sports on breasts received numerous complaints to Ad Standards, leading to it being one of the most complained adverts of 2018.
Credits:
Client: Berlei
Marketing Manager: Andrea Michelle
Brand Manager: Jade Massaad
Creative Agency: The Monkeys, part of Accenture Interactive
Managing Director: Matt Michael
Executive Creative Director: Barbara Humphries
Art Director: Becky Feiner, Katyana O’Neill, Katie Kidd
Copywriter: Allie Steel & Charlotte Taylor
Group Account Director: Kezia Quinn & Shannon Duhig
Account Director: Natasha Delin
Senior Account Manager: Ruth Peck
Head of Production: Penny Brown
Film Producer: Katie Bassett
Senior Integrated Producer: Tanith Williamson
Designer: Melissa Watson
Production Company: Revolver
Director: Leilani Croucher
Executive Producer: Pip Smart
Producer: Alex Kember
DOP: Zoe White
Post House: The Glue Society
Editor: Scott Stirling
Colourist: Scott Stirling
Online: Viv Baker
Casting: Natalie Harvie @ Citizen Jane
Music & Sound: Otis Studios
Photography Production Company: Union Management
Photographer: Sarah Adamson
Senior Producer: Belinda Blooman
Photographer (Serena Williams): Jez Smith
Retouching: Capture Lab
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