Lingerie brand Passionata is launching its first television advertising campaign as part of a drive to raise awareness of the brand. The campaign, which has been created by DDB Paris, will run across cable and satellite TV for two months from March 3. It uses the strapline ‘More than love’ and features scantily-clad women. It will be supported by a women’s press campaign. The brand is owned by Le Groupe Chantelle and represents the company’s ‘affordable’ range, aimed at 25to 30-year-olds. Le Groupe Chantelle also owns the Chantelle underwear range, which is aimed at the over-35s market. If the TV campaign is successful, it is likely to be extended. Media buying is handled by Initiative Media.