Some ads live forever. Wonderba’s Hello Boys billboard campaign, featuring Eva Herzigova, was created in 1994 by TBWA\London.

In 2013, it was reimagined by TBWA\London to launch for Aussie brand, Bonds’ underwear range in the UK. The G’Day Boys billboards appeared for two weeks in April in three sites in London.

Now Wonderbra has reclaimed its most famous ad. And updated it. The new poster reads, Hello Me, and the campaign signifies Wonderbra’s aligning itself with female empowerment in “an era of empowered women, women who decide by themselves and for themselves, women who derive their sexuality from inner confidence. Women who want to feel sexy for themselves, when they want to.” The ad was shot by Fred Meylan with Brazilian model, Kamila Hansen. The new billboards will run for two weeks in London, Manchester, Glasgow, Edinburgh and Birmingham across Ocean Outdoor’s out-of-home network.

The campaign will be supported by PR, in-store point of sale activity and influencer collaborations, using the hastag, #HelloMe.

PR is by Sane Communications and social media by Thumbstoppers.

“This campaign comes at a crucial time when society is questioning the validity and authenticity of advertising that portray women in a deprecating manner, especially in the lingerie industry,” stated Heather Nogueira, UK business manager, marketing at Wonderbra’s US parent, Hanesbrands.

“We believe that the old cliché of women looking sexy to cater to someone else’s gaze has been replaced with women wanting to feel sexy on their own terms. This campaign is our way of empowering women to express their individuality with confidence in themselves & in their style. We learnt a lot from Hello Boys, but it is now time for Wonderbra to embrace the new dispensation of female self-empowerment.”