Says Ivan Johnson, creative director for Berry Bush BBDO, "Our brief was to further enhance the equity of the Triumph brand. We had to reaffirm Triumph's authority on bra design and structural integrity, without compromising the sensuality of the brand."
The advert juxtaposes the scene of a young woman jogging up a hill in an urban cityscape, with that of a top-load washing machine that is frantically bubbling, shaking and splashing during the course of its washing cycle.
Finally, the jogger reaches the apartment building in which the washing machine is housed. She goes inside and removes her top and bra. She throws her gym top onto a pile of dirty laundry and puts the bra into the washing machine. The washing machine instantly stops shaking and the titles read, 'The No-Bounce Sports Bra.'
Johnson notes, "We felt that were enough ads on television that embarrass women. We think we've managed to achieve what we set out to do - maintain sensuality, a product demonstration and get the message across with a smile."
The commercial comprises elements that epitomise the sexiness, independence and vibrancy of the modern woman, as well as the wit it takes to get a potentially awkward message across in a clear and humorous way.
Jason Fialkov of production company, Frieze Films, recently directed the new Triumph commercial on behalf of advertising agency, Berry Bush BBDO. The commercial has an underlying "tongue-in-cheek" naughtiness about it, which will undoubtedly be well appreciated by those who view it.
