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Wonderbra and Dita "Strip-Teese" von Teese

 

Posted on September 18, 2008
Cédric Puisney

 

Dita von who? Dita von Teese, well-known to rock fans and pin-up lovers alike! Well, from now on we will look at the former Mrs. Marilyn Manson quite differently. She’s contributed to the creation of Wonderbra’s new collection à la retro. Not only did she help create the line, but she is also helping promote it by appearing in the famous push-up bra brand’s TV commercials.

The pitch? Lab rat Dita, researcher at Wonderbra Laboratories, makes an amazing anatomical discovery. The commercial, “The Science of Sexy,” emphasizes both Dita’s model physique and Wonderbra’s new collection. Bet your college labs were nothing like this one, huh? The limited edition lingerie line will be released across Europe on September 23.

The video also serves as an invitation to visit the aptly named Science of Sexy by Dita website. There, visitors have the opportunity to check-out the making of the video and the chance to win a weekend for two to Paris to see the Dita show. If you don’t win, you’ll just have to console yourself with the young lady’s Flickr. Life can be so rough, sometimes.

Even if the campaign incorporates a bit of web 2.0, it still remains a very classic campaign for the bra company. It certainly raises the level of the old blasé TV campaigns like this optical illusion or the following elevator commercial:

There’s just one question left to ask: has Wonderbra made a wise decision in replacing its traditional blonde models (headed by Eva Herzigova and Adriana Karembeu) for a pin-up brunette? In any event, it seems to be a success.


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Sources:
- The article on culture-buzz.fr
- L’Express
- Adapted by Jessica Hartstein


 

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