I’m not going to lie, I really don’t understand the latest Wonderbra campaign. Not even a little. But perhaps that’s the point. I watched it four times, and likely, I’m not the only one wondering where the underwear comes into play.
The ad feature a funeral casket and solumn music… and that’s it until the last few seconds when the word "Wonderbra" appears on the screen.
I did a little reading to see what other people’s takes were on the ad, and one person said, quite matter-of-factly that the casket didn’t close because of her bra. Ohh. I watched it again, and sure enough, the last portion of the casket is open a crack.
Regardless of the intention, the ad is clever because it gets people like me to watch it over, and over.
Pointlessvertising
Wonderbra Ad With Funeral Ad in Lieu of Underwear
Trend Themes
1. Mysterious Advertising - Wonderbra's unconventional advertising approach emphasizes curiosity and keeps viewers engaged.
2. Death-focused Marketing - Using imagery related to death - a taboo topic - in advertising can create a lasting impression in the viewer's mind.
3. Subliminal Messaging - The Wonderbra ad utilizes subliminal messaging to create an impression in the viewer without the product being the central focus of the campaign.
Industry Implications
1. Lingerie Industry - The use of unconventional advertising tactics such as these implies a need for innovation in marketing within the lingerie industry.
2. Funeral Industry - The ad's use of a casket in its imagery presents an opportunity for disruption and innovation in the funeral industry's advertising approach.
3. Advertising Industry - Given Wonderbra's success in creating buzz through unconventional means, there is an opportunity for the advertising industry as a whole to experiment with subliminal messaging and mysterious advertising tactics.