Wonderbra. Available soon in the United Arab Emirates
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.
Agency: Tonic Communications, Dubai
Creative Director: Vincent Raffray
Art Director: Peter Walker
Copywriter: Vincent Raffray
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Comments
weeee! Another wonderbra ad!
• http://mikelightman.com/blog •
What's the point in launching this product in that market?
If this is a country that censors magazines BY HAND WITH BLACK MARKER, how do they expect the women in that country to walk around with accentuated cleavage from Wonderbras???
You have no idea! Guess which country is Victoria Secret's biggest market? The Kingdom of Saudi Arabia. Women in the Middle East spend tonns of money on such products!
It's uncalled for to advertise sex toys in mainstream media, but hey, people buy them still, right? :p
Need to explained. The ad can't speak for it's self...
Censorship sometimes/most of the times increases the demand.
+ in UAE and arab countries in general everything is done behind closed doors.
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.
The marker on this ad is a shot at the rampant censorship in Arab countries that everyone complains about. If you don't live there, you probably won't understand it, but this ad was made for that region anyway.
And, just to mess with them, the real censors will scribble over the woman's stomach and glutes as well.
i m sure this is scam. and i agree with hisham, the original ad will just have the face of the woman untouched.
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:
http://creativebits.org/Visual_communication_crash_course
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.
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.
I agree. It's like an inside joke. And, it's a really good one.
People who thinks having knowledge has no knowledge about these things and Islam if says anything
is not just words , and I completely agree for the censorship..
Truly, the beauty of the art is in the eye of the beholder.
it's how you feel you look, not how you actually look.
that's the reason arabic women still buy these products...
someone else doesn't have to see it to make you feel good.
maybe if there was an image of a hand censoring the bra, that wud be clear
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