“A bra can’t change the world. But a good one can get you through the world.” That’s the conclusion of a new campaign by Serena Williams for the underwear manufacturer Berlei.
Tennis queen Serena Williams is the star of Australian lingerie brand Berlei’s latest ad campaign. A new 30-second clip aims to answer the question of what a good bra can and cannot do for a woman. It becomes clear that even the best bra does not work miracles – but that it can be a great support for self-confident women under the campaign motto “In Support of You”.
The spot, produced by the US agency Revolver and director Leilani Croucher, initially asks provocative questions: “Can a bra get you the new top job?” And: “Can a bra save you from life as a single?” The answer is always: “No!”
The Bra helps in winning
Serena Williams comes into play with the third question. “Can a bra make you a champion?” “No,” replies the seven-time Wimbledon winner – “but he helps”. And that’s the message, creative director Barbara Humphries told shots.net: “Abra only has one job. And although Berlei bras do that one job very well – so well that Serena only wears them to competitions – there is there was a limit to their superpowers. We couldn’t resist having fun with that.” Conclusion of the spot: “A bra can’t change the world. But a good one can help you through the world.”
