This Lingerie Brand Made Its Male Employees Wear E-Cup-Size Breasts for a Day

So they know how it really feels

It's International E-Cup Day for Men over at PrimaDonna lingerie, and the men are getting to know what it's like to haul around an extra 6.6 pounds on their chest.

PrimaDonna specializes in luxury lingerie at larger cup sizes, from C to J (yes, it goes all the way up to J). Having E-cup-size breasts is something even I, as a woman with a solid B, can't say I fully understand the implications of. But this video of PrimaDonna's daylong empathy exercise gives me a pretty good idea.

Tit for tat is always great to watch, particularly when it involves tits, and there are a lot of great moments of humor and startling reality mixed into this video. The boobs get heavy after a while, leaving painful shoulder marks and causing one wearer to rest them on a table—something I've seen large-breasted women actually do.

PrimaDonna tells AdFreak that its CEO, Ignace Van Doorselaere, the main narrator in the spot, came up with the idea himself after getting a lot of questions about how he could possibly understand what his consumers go through. PrimaDonna had its own seamstresses make the specialized harnesses. All creative was handled in-house.

While the video is a bit tongue-in-cheek, the issues women with large breasts face daily are very real, and Van Doorselaere sounds passionate about alleviating their pain.

"Dozens of studies confirm the physical discomfort a woman endures if she is wearing a badly fitting bra, especially with a bigger cup size (D+)," he says in a press release. "Back and neck problems because of bad posture, as well as headaches due to straps that are too tight; stomach or bowel problems can even occur. They should not suffer."

He goes on to talk about how the company is innovating for the best fit and comfort, and now, thanks to International E-Cup Day for Men, all his employees "get it."

With nearly 1 million views on Facebook, it's clear that when it comes to advertising, Van Doorselaere also "gets it."

@rebeccacullers Rebecca Cullers is a contributor to Adweek.