Shangri La Lingerie: Steering wheels

Shangri La - Lovely lingerie for all shapes and sizes.

In Swedish there are many synonyms for the word breasts. For example; onions, melons, rack, steering wheels and bombs.

Advertising Agency: the others., Gothenburg/Stockholm/Karlstad, Sweden
Art Directors: Katrin Moström, Fredrik Ternström, Jeppe Blomgren
Copywriter: Åsa Jernfält
Web director: Damir Franciskovic
Interactive designer: Jaroslav Karlsson
Account manager: Johanna Englund
Published: April 2010

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24 comments

R U serious's picture
R U serious
405 pencils

I'm very curious to read the comments on this one...

Say my name, say my name...

Adaddicted's picture
Adaddicted
3435 pencils

"............................................................................................................................................................................................................ me too"

withalltherespects

AssassinX's picture
AssassinX
1329 pencils

The same here...

mosho's picture
mosho
298 pencils

y the honda steering wheel??

Hiperion's picture
Hiperion
3138 pencils

like a polar Bear in Maracaibo...
WTF?

Phil Lestino's picture
Phil Lestino
1670 pencils

Shangrila-di-dah............I wouldn't like my woman to wear those.........

mikeelrapido's picture
mikeelrapido
1929 pencils

Very strange idea..

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xcreativity's picture
xcreativity
2374 pencils

strange.

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theothers's picture
theothers
9 pencils

In the short rationale it is stated that the names of these objects (onions, melons, steering wheels, bombs, rack, etc) are synonyms for breasts in Swedish. So the idea isn't strange at all. It's just a way of communicating a lingerie brand in a tongue-in-cheek way, without showing any products.

morse's picture
morse
15028 pencils

I get it, but I don't really like it. It's boring. You can do much more for lingerie brand.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kimi yancek's picture
kimi yancek
26 pencils

still, i don't get it...

Dzsoi's picture
Dzsoi
5268 pencils

lol I thought it was a 'subtle' ad about airbags and big boobs.

Davosk's picture
Davosk
4833 pencils

Fun bags?

art one's picture
art one
70 pencils

i get that steering wheels are a synonym for boobs ???????? weird???? but don't really get how they portray for any shape or size....??? curiouser and curiouser

bad astronaut's picture
bad astronaut
544 pencils

from a distance, looks like a granny panties from the behind.

boris70's picture
boris70
30 pencils

Boring, and not sexy at all. Missed the point.

imagineit's picture
imagineit
552 pencils

So not sexy. And I have never heard of a woman's breats being called steering wheels - horrid.

K P's picture
K P
6 pencils

The swedish word "rattar" means stering wheels and is also a name for big boobs. Not my favourite campaign, they should have had some explanation since you don't get this without knowing swedish.

atb2005's picture
atb2005
13567 pencils

What many people seem to forget (I used to do that myself) is that these are ads created for certain markets. In this case, we have a campaign created for the Swedish market. You may find it stupid that steering wheels can possibly mean "boobs", but in Swedish they do mean that. So no explanation is really required.

Tommy G.'s picture
Tommy G.
897 pencils

Not a winning ad. I'll forget it on tomorrow morning.

niaroma's picture
niaroma
6 pencils

we all r discussing n thinking so much about dis ad...Hence...the purpose (of an ad) is solved!!...:)

angieraj's picture
angieraj
428 pencils

I see the subtlety, but honestly I guess this is for very specific markets(sweden in this case). Since it would make no sense in most places. Not really sure about it.

Cognito Ergo Sum

Riander's picture
Riander
318 pencils

Not Clear!!! This campaign is a disaster!!!

carol79's picture
carol79
2 pencils

Looks like the shape of uterus & ovaries...

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