Tights manufacturer Pretty Polly is launching its first range of bras backed by two of the key figures who made such a phenomenal success of Playtex’s Wonderbra.
Trevor Beattie, creative director of TBWA GGT Simons Palmer, who was credited with dreaming up Wonderbra’s “Hello Boys” campaign that made a star of Eva Herzigova, is behind a new 7m advertising campaign for Pretty Polly bras.
His client is Brian Duffy, now vice-president of Sara Lee hosiery Europe, but formerly the managing director of Playtex who worked with Beattie on Wonderbra when the account was held by GGT Advertising.
When Duffy moved to Sara Lee in 1996, he appointed TBWA – where Beattie had moved – to work on the relaunch of Pretty Polly tights. This lead to a campaign also featuring Herzigova. The pair then collaborated on the launch of a range of Pretty Polly knickers.
Insiders say the new TV campaign for Pretty Polly bras will be “pretty revolutionary”.
The ads will feature models filmed in Fifties technicolour style and aim to show that women can feel comfortable as well as liberated and sexy. Pretty Polly’s own promotional material uses the line: “Oooh…It’s the way they make you feel!” .