June 2006



Every magazine that enters the UAE is censored using black markers. This device was used to communicate the increase in size when you wear Wonderbra.

Wonderbra. Available soon in the United Arab Emirates

Advertising Agency: Tonic Communications, Dubai
Creative Director: Vincent Raffray
Art Director: Peter Walker
Copywriter: Vincent Raffray

Comments (7)

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ivan's picture

I agree. It's like an inside joke. And, it's a really good one.

mikelite's picture
Activity Score 1031

weeee! Another wonderbra ad!

itchy's picture
Activity Score 58

Will people in UAE & Arab countries get this ad straight away? Will they realise that there's a bigger black mark than there would normall be, and then realise it must be itself part of the ad? Or will it simply look like a regualr Wonderbra ad that got censored?

My father works for Playtex, who make Wonderbra. From a young age I've been critiquing their ads in my head.

ivan's picture

Read this if you want to know more about restrictions in the middle east and to see an example of how the markers are used:

feralartdirector's picture
Activity Score 64

Ok guys, and this is only my opinion, we need to step back. The point of this site isn't to debate the merits of market/region choice. It's to show off creative work. While I like the ad well enough and I think it communicates with only the understanding of whom the logo represents, it's not the best on this site. But I think it merits being here creatively.

rikitiki's picture
Activity Score 630

Geez, i see that some of you arent familiar with Dubai or the UAE.

It's a country filled with crazy rich consumers from all of the world...not just arab people.
So while the government uses a black marker, the general population wears skimpy clothing while getting wasted drunk at premier night clubs.

I'm sure the people of the UAE will understand the ad instantly....and buy a lot lingerie.

ivan's picture

I agree. It's like an inside joke. And, it's a really good one.

venz_dt's picture
Activity Score 20

Truly, the beauty of the art is in the eye of the beholder.