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Controversial Support Bra Ad

Running Free

 
 
Ayman Helweh
Ayman Helweh
 2,236 Trends
9.9 MM Views
2,643 Comments

Rockstar

This is a controversial ad campaign that has sparked much debate. It’s an ad for Running Free support bras. It needs to be noted that they were not actually created by Running Free. DDB had pitched the idea, but the bra company refused to be associated with the imagery.

The campaign features three photos: a woman with a broken nose, a woman with a black eye and a woman with missing teeth. Obviously, from injuries by their bouncing assets while running. The tag line is “Support bras, now available.”

The photographer is Chris Gordaneer for DDB Toronto, Canada Advertising Agency.


 Score:
9.9 		Peaked and Viral
35,334 Clicks in
102 w 5 d 10 hr 12 min
Pub: Feb 21, 08

REFERENCES
arabaquarius.blogspot

 TAGS
marketing,  pop culture,  underwear

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Reactions
FOUR WAYS TO REACT: vote, favorite, add more examples of Controversial Support Bra Ad or comment about Running Free.

halfmad on Feb 22, 08  0 Trends   1 Comments
I received this email from the owner of Running Free. This is not their ad. ********* my name is Nick Capra I am the owner of Running Free. Those horrendous images were pitched to us by an ad agency. When we saw them our first reaction was "you've got to be kidding me". We will never and have never used those pathetic excuses for marketing. Our reaction to them was as yours was and how they got out on to the internet is beyond me. I'm sorry they did and I'm sorry you and who ever else is distressed by them has to waist their time and energy thinking about them. Please feel free to contact me if you would like to speak about this further. Nick Capra running free running . triathlon . adventure 708 denison street markham, ontario L3R 1C1 store 905.477.7871
halfmad on Feb 22, 08  0 Trends   1 Comments 0
Craigology on Feb 25, 08  0 Trends   2 Comments
I'm with Nick Capra- These are 3 rather old jokes about women runners with big breasts which makes this a rather poor campaign linking them to support bras. It was probably thought up by a young creative team fresh out of college. There is no properly thought out idea. This is purely an example of a creative team and an ad agency trying to win some prizes at the next advertising award ceremony. My question is, what would a female creative team have thought of? Not pictures of women with facial injuries that's for sure. Craigology
Craigology on Feb 25, 08  0 Trends   2 Comments 0
alana jelinek on Feb 25, 08  0 Trends   1 Comments
Hey, I'm happy to hear you Nick. At first view, this looks like some violence against women thing. There's no humor here, it's in terrible taste and really, can any one of us well endowed women imaging that far a flapping to get a broken nose? Don't think so. Thanks for calling the posting parties on this. Alphagrl
alana jelinek on Feb 25, 08  0 Trends   1 Comments 0
Ayman Helweh on Feb 25, 08  2,236 Trends   2,643 Comments
sometimes an 'old joke' is the simplest and most effective way. In the end, ads are a kind of creative art. And art is always subjective.
Ayman Helweh on Feb 25, 08  2,236 Trends   2,643 Comments 0
DDBARW on Feb 27, 08  0 Trends   1 Comments
Dear readers, My name is Alexandra and I'm here with my colleague Courtney. We would like to apologize to everyone we've offended with our work. We are both avid runners and the ads were intended to make light of the need for support bras. We didn't anticipate they would upset so many people, nor would we ever trivialize the issue of battered women. We sincerely regret using these images in the way that we did. In response to Running Free's claims, there are always two sides to a story. The store owner did in fact work with us and approve the ads. We have his signature on a sign-off form. He also displayed them in-store. We've all made a mistake in judgment in regard to these ads. Our sincerest apologies, Alexandra and Courtney
DDBARW on Feb 27, 08  0 Trends   1 Comments 0
Favorited by Princess Blay on Mar 13, 09

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