Wednesday, December 29, 2010

Meet La Senza’s Cup Size Choir

Check out Tamara Abraham’s interesting piece about the lingerie ad choir girls that sing out notes according to their bra sizes! In an inspired Christmas advertising campaign, lingerie firm La Senza has created a film that shows models singing notes according to their bra cup size. The YouTube video, which has has over a million hits since it launched several days ago, first introduces the seven girls, each with a different cup size, ranging from A to G.

The 'Cup Size Choir', pictured on a row of mattresses, then take it in turns to sing their appropriate note to the festive tune of Deck The Halls. A specially created website,, even allows shoppers to 'play' the choir, using the letters on your keyboard - as you play each note, a description of the model's lingerie appears beneath her image, with a link to the product on the La Senza retail site.
The company said the film was aimed at men, to help them with their Christmas shopping. 'We wanted to bring some festive cheer and what better way than the Cup Size Choir,' said Sarah Hawkins, Marketing Director of La Senza. 'It's a sure start to the party season ahead!'

'The activity is aimed at men to help them with their Christmas shopping, but we hope that women will find it fun and engaging too.' The idea behind the advertisement was the brainchild of Tom Woodington and Robin Temple of creative agency Karmarama. 'We wanted to communicate that La Senza had beautiful lingerie from cup sizes A to G,' they told MailOnline. 'We saw a correlation with musical notes and thought a Christmas musical number would be just the thing. We also thought that element of play in the site which sits behind the viral - where you get to play your own tune and share it with your friends - would increase the amount of engagement with the brand.’

The Canadian lingerie brand was founded in 1990, and is owned by Limited Brands, which also owns Victoria's Secret. Its accessible price point has made it a favourite with women around the world, and it currently has 787 stores in 45 different countries!

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