Berlei has taken ownership of “being kind to your breasts”. That’s a hugely appealing positioning and it comes with a hugely appealing ad.

The Monkeys’ new campaign called Womankind is a lively, anything but serious montage of the horrible things that women inflict on their breasts – with Berlei offered as the antidote.

100 kudos points for the zappy, fun audio by Level Two Music and Song Zu. This had to be a feel good ad to work well. It is.

The Monkeys creative director, Barbara Humphries, commented, “The Womankind campaign reveals all the frustrations women have endured over the years from bras. We wanted to tell this story with humour, empathy and bold honesty – three things the category has often been devoid of.”

Berlei senior marketing manager, Zoe Hayes, added, “We wanted to launch into our next 100 years with our kindest bra yet. Every component of this new bra franchise has been challenged to ensure it makes women feel great.”

The ad supports the importance that Berlei places on always listening to and championing women – an assurance that the brand strengthened at the beginning of August with its historical content series, Supporting 100 Years of Women.

The ads were directed by Revolver’s Kim Gehrig, who aimed to be as real and authentic as possible about what boobs, and women, put up with. There is also social #boobtruth content that highlights the truth about wearing certain bras –  that they are often painful, awkward, uncomfortable and sometimes, just downright funny.

Hayes continued, The Monkeys have truly landed the importance of this new launch and what it means for women’s every day experiences. It shines a light on the need for daily, ritualistic kindness in an irreverent, honest, charming and compelling way.”

Credits:

Client: Berlei

Senior Marketing Manager: Zoe Hayes

Division Manager: Holli Borchak

Assistant Brand Manager: Chontelle Clark

Creative Agency: The Monkeys

Chief creative officer & founder: Justin Drape

Creative Director: Barbara Humphries

Creative team: Renee Bryant & Katyana O’Neill

Managing Director: Matt Michael

Group Content Director: Kelly Spence

Senior Content Manager: Lauren Shelley

Executive Planning Director: Fabio Buresti

Head of Planning: Michael Hogg

Planner: Charlotte Marshall

Head of Production: Thea Carone

Senior Broadcast Producer: Penny Brown

Print Producer: Sally Lankshear

Production Company: Revolver/ Will O’Rourke & Somesuch UK

Director: Kim Gehrig

Executive Producers: Michael Ritchie, Pip Smart & Seth Wilson

Producer: Anna Mannix & Jacob Swan-Hyam

DOP: Ari Wegner

Editor: Elise Butt @ Trim London

Post Production: Fin Design & Effects

Colourist: Ben Eagleton

Music Supervision: Karl Richter @ Level Two Music

Sound Design: Simon Kane & Song Zu

Sound House Producer: Katrina Aquilla

PR: The Mint Partners

Media: OMD