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« Hello Boys »

Posted on: avril 3, 2011

The « Hello Boys » billboard for Wonderbra has been voted the best poster ad ever created, in Campaign’s Outdoor Hall of Fame, held in association with the Outdoor Media Centre. After more than 10,000 reader votes on a selection of 100 ads, the advertising which featured Eva Herzigova‘s, has been voted the most iconic advert image of all time.

 

Top poster: Hello Boys billboard ad for Wonderbra

 

Using a tiny budget, an unknown model, and powerful slogan, Wonderbra created in 1994, one of the most high profile events in marketing history. With The intense media coverage Wonderbra’s sales were suddenly pushed up by 9,000 to 16,000 a week. When first unveiled, Eva Herzigova’s Hello Boys bra advert was accused of causing car crashes – and 17 years on, it is still turning heads.

But « Hello Boys » billboard is really the most iconic advert image of all the time ?

For sure, this sexy advertising was in 1994, a real revolution in the world of advertising. However, this time seems to be over.

Indeed, today the brand has to introduce a fresh creative team and allow them to pursue new ideas and images. « Fashions have changed and Wonderbra is no longer the ultimate sexy fashion item it was. It must now realize that it has to move on and evolve – Eva cannot last forever neither can the media’s interest in her, » says Hailstone, one of the original team who worked on the « Hello Boys » campaign at TBWA. Also, other campaigns such as Apple or the “Be stupid” Diesel’s campaign are for me, more creative and attractive.  

                    

Apple’s advertising

 

Moreover, the new contract between the brand and EURO RSCG agency is raising an issue: will the agency be able to be creative with financial restraints? Indeed, since the advent of Eva in 1994 the brand has never spent more than 500,000£ a year on advertising in the UK.

 Consequently, my point of view is, the brand could need to have something very special to enable Wonderbra’s image to move into the millennium with credibility and protect its position as « the one and only » in push-up bras.

            La Senza’s advertising : in the same shade as Wonderbra’s brand, but moderner.           

       Passionata’s advertising : more attractive and refreshing.

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1 Response to "« Hello Boys »"

maybe the advertising has been voted the best poster because it was new! then, it shows a real woman who is not retouched and it is rare today.
I like it because she ‘s natural!

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