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.


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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