A radio spot now airing in Los Angeles may not do much to calm the war between the sexes.
Created by local agency JSM+, the ad plugs Felina Lingerie's new Gelina Gel Bra—a garment that includes a soft gel material designed to be more comfortable and to increase bust size.
The spot humorously asks men to tune out the message—but that, of course, rarely works. And considering the nature of the product, might men not see this as an implicit approval of false advertising? And might women not want the promotion delivered more discreetly?
"That's pretty funny," laughed JSM+'s Jim Sieminski when asked these nagging questions. "We don't want it to be a secretive thing. We were trying for some thing humorous. This is not an area we have a lot of experience in—as an agency, I mean."
He admitted that the ad was created by men: specifically, creative director Mark Patton and copywriter Steve Nash. And while it brought them into uncharted waters, Sieminski said he was thrilled to pick up the new work.
"Hey, at least it's not a dot-com," he said.