Abbott Mead Vickers.BBDO’s latest campaign for Berlei’s new range of sports bras features a skipping rope in the shape of sagging breasts. Called shock absorbers, the bras are designed to support the bust while exercising and help prevent shape-maintaining muscles from being stretched. The bras and crop tops are designed for the 8 million women in the UK who exercise without wearing a bra. The campaign breaks this month in
October issues of women’s magazines and health and fitness titles. Meanwhile, a poster campaign will run in London for the last two weeks of this month. The press ads will include photo-graphs of Olympic champion Sally Gunnel wearing the sports bra.