Berlei and The Monkeys made headlines in 2018 when it squished and squashed boob balls to remind women that real boobs don’t have to be. Of course, there were complaints. Anything that makes its point boldly seems to gather complaints.

This year, Berlei is also making its point boldly, but in a woman-power kind of way. This year, its realities are not squashed boobs but gender inequality. The new brand platform, In Support of You, reminds women that “a bra can’t change the world, but a good one can support you through it”. It’s a humbler approach, but very much in step with the mood of the moment.

The new campaign, directed by Revolver’s Leilani Croucher, is aiming to connect women to Berlei emotionally. It acknowledges there are many challenges that still hold women back – Berlei “gets” women – and that the right bra should support them to feel better prepared to take on whatever life throws at them – Berlei “has your back” [Note: no pun intended]. The campaign also features brand ambassador and women-power champion, Serena Williams.

The Monkeys executive creative director, Barbara Humphries, noted, “A bra has one job, and one job only. While Berlei bras do that one job very well – so well that Serena wears them exclusively when competing – there’s a limit to their superpowers. We couldn’t resist having fun with that.”

In Support of You will run nationally on broadcast television and will be supported by social, digital, PR, EDMs, and point of sale.

The 60-second hero commercial leads a collection of shorter spots, each highlighting a key Berlei benefit and range.

Berlei marketing manager, Andrea Michelle, stated, “At a time when we need to connect and support each other more than ever, Berlei is going back to its heartland, recognising what differentiates the brand, and talking loud and proud about its well established and entrenched role of supporting women. With this campaign we want to show women we understand them, we speak directly to them – women-to-women – with a message of support and solidarity.

“The Berlei campaign bravely admits that we play but a supporting role in the success of women – albeit an essential one – by stating with refreshing honesty and inarguable legitimacy that ‘a bra can’t change the world, but a good one can support you through it’.” 

Credits:

Client: Berlei
Marketing Manager: Andrea Michelle
Brand Manager: Jade Massaad

Creative Agency: The Monkeys, part of Accenture Interactive
Managing Director: Matt Michael
Executive Creative Director: Barbara Humphries
Art Directors: Becky Feiner, Katyana O’Neill & Katie Kidd
Copywriters: Allie Steel & Charlotte Taylor
Group Account Director: Kezia Quinn & Shannon Duhig
Account Director: Natasha Delin
Senior Account Manager: Ruth Peck
Head of Production: Penny Brown
Film Producer: Katie Bassett
Senior Integrated Producer: Tanith Williamson
Designer: Melissa Watson

Production Company: Revolver 
Director: Leilani Croucher
Executive Producer: Pip Smart
Producer: Alex Kember
DOP: Zoe White

Post Production: The Glue Society
Editor: Scott Stirling
Colourist: Scott Stirling
Online: Viv Baker
Casting: Natalie Harvie @ Citizen Jane
Music & Sound: Otis Studios

Photography Production: Union Management
Photographer: Sarah Adamson
Senior Producer: Belinda Blooman 

Photographer (Serena Williams): Jez Smith

Retouching: Capture Lab