Underwear brand Playtex is launching the Magic Feeling bra with a &£4m TV advertising campaign. The campaign, created by Euro RSCG Wnek Gosper, revolves around how comfortable the Magic Feeling bra is and the ad features a women sliding down a piece of silk to emphasise this. Magic Feeling is a seamless bra, which Playtex claims is 25 per cent lighter than a normal bra and combines support with a glamorous look. The campaign breaks on March 31, running for six weeks with a further four-week burst of activity around August, which will be supported by a magazine campaign. The launch is part of Playtex’s strategy to reposition itself as an innovative brand. Media buying is via The Media Planning Group.