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Steering wheels

Agency: 
Published/Aired: 
April 2010
Description: 

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

Shangri La - Lovely lingerie for all shapes and sizes.

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

Comments (24)

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Highest Rated

carol79's picture
carol79
Activity Score 2

Looks like the shape of uterus & ovaries...

R U serious's picture
R U serious
Activity Score 416

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

Say my name, say my name...

Adaddicted's picture
Adaddicted
Activity Score 3435

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

withalltherespects

AssassinX's picture
AssassinX
Activity Score 1329

The same here...

mosho's picture
mosho
Activity Score 298

y the honda steering wheel??

Mohamed El Mahdy
www.sketchescs.com

Hiperion's picture
Hiperion
Activity Score 3138

like a polar Bear in Maracaibo...
WTF?

Phil Lestino's picture
Phil Lestino
Activity Score 1684

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

mikeelrapido's picture
mikeelrapido
Activity Score 1929

Very strange idea..

<---------------SexInAds------------------>

http://www.facebook.com/sexinads
http://sexinads.tumblr.com

xcreativity's picture
xcreativity
Activity Score 2374

strange.

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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theothers's picture
theothers
Activity Score 9

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
Activity Score 17364

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
Activity Score 26

still, i don't get it...

Dzsoi's picture
Dzsoi
Activity Score 8130

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

Davosk's picture
Davosk
Activity Score 4815

Fun bags?

art one's picture
art one
Activity Score 70

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
Activity Score 544

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

boris70's picture
boris70
Activity Score 30

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

imagineit's picture
imagineit
Activity Score 550

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

K P's picture
K P
Activity Score 6

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
Activity Score 13561

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.
Activity Score 897

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

niaroma's picture
niaroma
Activity Score 6

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

angieraj's picture
angieraj
Activity Score 428

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
Activity Score 318

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

carol79's picture
carol79
Activity Score 2

Looks like the shape of uterus & ovaries...

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