Just in time for Valentine's Day, lingerie manufacturer Lily of France is introducing the X-Bra, which is designed to enhance the wearer's cleavage.
In an effort reminis-cent of the Austin Powers films, D'Arcy Masius Benton & Bowles, New York, has tagged new X-Bra print and outdoor ads, which break today, "Your secret weapon."
Showing buff babes in their undergarments, ads carry such Powers-esque directives as "Draw your weapons," "Adjust to stun" and "Unite and conquer."
They also feature insets showing the four adjustment stages.
Magazines running the ads include Cosmopolitan and Entertainment Weekly. Billings are undisclosed.
Shop creative director Graham Woodall said the idea is to "give every woman the chance to make the absolute most of what she's got."
And does he worry that in this enlightened age, the advertising objectifies women?
"Not really," he said. "Anybody who will buy a bra like this is someone who wants to show off a bit, anyway. The ads are selectively targeted."
Yeah, baby, yeah!