Wonderbra, that tireless seeker of new ways to make breasts look larger, has unveiled its most logical advertising execution to date—a 3-D billboard in London which reportedly makes Brazilian model Sabraine Banando's boobs really pop when viewed through the proper glasses. Agency Iris came up with the ad. It's part of a new campaign for the client's "Full Effect" brassiere. Wonderbra has actually done 3-D ads before, as seen in a 2008 print campaign by Saatchi & Saatchi Singapore. But this one is getting lots more buzz. Road-safety experts in England are already tacitly endorsing its effectiveness by worrying that it could cause traffic accidents—much as Wonderbra's famous 1994 "Hello Boys" billboard with Czech model Eva Herzigová supposedly did. "In many ways this latest one could be more dangerous, as it's 3-D," says one. "For those motorists who don't happen to have 3-D glasses in their car—and most don't—then, as the image is slightly blurred, it will cause you to want to focus on it even more. I think it will be a distraction for men and women on the road. And you just need to lose concentration briefly while on the road and an accident could happen."
Get Adweek's AdFreak Newsletter in your Inbox
Today's highs and lows of creativity