Sometimes ad folks are so desperate to garner attention for their clients’ brands that the notion of pragmatism goes out the door faster than Lindsay Lohan at a rehab clinic. Such was the case for Wonderbra when they launched a 20ft wide billboard that requires passers-by to wear 3D glasses to fully appreciate the ad featuring Brazilian model Sabraine Banado. Seriously, how pathetic does TBWA think people are? If you’re taking time out of your day to shop around for special eyewear just to see some titties in 3D, you don’t belong to a target market you belong in therapy. And given that women are the primary target for bras, I have an even tougher time believing that ladies are that desperate to gawk at a pair of boobies. There’s nothing wrong with a billboard that employs a clever stunt to generate buzz and brands like the Economist have proven that. The problem with this billboard is that there’s no idea to speak of. It’s the advertising equivalent of a pop star wearing a meat dress to an awards show. It’s a vacuous, made-you-look gimmick that alienates some, annoys others and inspires only those as shallow as the “idea” itself.
