# Panty-Covering Font Ads The Temptations Irresistible Lingerie Campaign Promotes Strong Women By Meghan Young | Published 2012-01-19 | Updated 2012-01-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/temptations-irresistible-lingerie-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/01/temptations-shelves-commitment-stray-kitten/) & [jupiter.co.za](http://www.jupiter.co.za/) The Temptations Irresistible Lingerie campaign centers around the idea of being a [strong woman](https://www.trendhunter.com/trends/o-positiv-health). Instead of deferring to other people, especially men, or putting things off, this ad campaign encourages an assertive attitude that not only gets the job done, but ensures a woman's happiness. At the end of the day, however, it shows that only independent women are able to handle their [lingerie selection](https://www.trendhunter.com/trends/zhilyova). Conceived and executed by South Africa-based ad agency The Jupiter Drawing Room, the Temptations Irresistible Lingerie campaign features bold typographical statements such as "I'm not big on commitment," with the 'not' strategically covered by some underwear. Illustrated by Wayne Troskie, the ads are playful and direct while carrying some very important messages to the fairer sex. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 70% | Activity: 55% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Underwear](https://www.trendhunter.com/underwear) ## Key Themes ### What's Driving This Trend - **Empowering Women:** The Temptations Irresistible Lingerie campaign promotes an assertive attitude and empowerment for women. - **Bold Typography:** The campaign utilizes bold typographical statements to grab attention and convey important messages. - **Playful Advertising:** The Temptations Irresistible Lingerie campaign uses playful illustrations and direct communication to engage the target audience. ### Who This Affects Most - **Lingerie:** The campaign highlights disruptive innovation opportunities in the lingerie industry by challenging traditional portrayals of women and promoting empowerment. - **Advertising:** The use of bold typography and playfulness in the Temptations Irresistible Lingerie campaign opens up opportunities for disruptive innovation in the advertising industry by creating more engaging and empowering campaigns. - **Illustration:** The creative illustrations in the campaign showcase possibilities for disruptive innovation in the illustration industry by combining visual storytelling with social messaging. ## Related on Trend Hunter - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Tongue-in-Cheek Underwear Ranges](https://www.trendhunter.com/trends/debute-x-stripe-stare.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Story-Focused Empowerment Campaigns](https://www.trendhunter.com/trends/shyaway.md) - [Humorous Period Care Campaigns](https://www.trendhunter.com/trends/period-underwear-1.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Empowering Summer Campaigns](https://www.trendhunter.com/trends/empowering-summer-campaign.md) - [Empowering Self-Care Pizza Ads](https://www.trendhunter.com/trends/food-women-selfcare-pizza.md)