Humour is unexpected in underwear advertising. Absurd humour even more so. Sour Bangkok has defied convention to launch Sabina’s new bra range, Sabina Braless, with the campaign, Make Your Breast Comfortable.
The range, and the campaign idea, highlight comfort, appealing to the new “braless trend” or comfortable vs sexy or stylish.
The brand name Sabina also incorporates the Thai root, Sabai, meaning comfortable, to amplify the connection.
The film features Thai celebrity, Baifern Pimchanok, as presenter for the campaign that has fun with common uncomfortable situations, such as introducing a girlfriend to the family. The grandma scene went viral, indicating that most of the audience watched it until the end. The film amassed over 3 million views in its first 2 days.
Credits
Agency: SOUR Bangkok
Chief Creative Officer: Damisa Ongsiriwattana
Executive Creative Director: Thamakorn Ruchakityanon
Art Directors: Kanyaporn Longprasert & Pichamon Siripacharakit
Copywriters: Lacksanapatr Sirichaijumnong & Nicha Witayapaisitsan
Managing Director: Pimmard Leenutaphong
Business Director & Sales Director: Surapong Chanprasert
Account Director: Pitchayaporn Taivejasart
Account Manager: Chavisa Buakruen
Head of Media: Napas Warasestasak
Senior Digital Planning Manager: Rattanakorn Somprasopsuk
Senior Media Buyer: Jiraphat Chaithongkham
Media Buyer: Ramida Chittragorn
Performance Media Specialist: Kanokpit Phrompat
Producer: Khanuengnit Wichitsakonkit
Production Company : Home Run Film
Film Director: Rong Soralamp
Production Producer: Sucheera Kaewngam
Music Compose House: Mellow Tunes
Sound Production Company: Banana Sound Studio
Post-Production Producer: Chaninart Sangrawee
Editor: Piyanan Sueksakarn
Hanes also defied convention, or is this a new trend, with its recent Wild West parody:
