Why Burn Bras When You Care Wear Them To A Fire?

The Times is running a piece on Maidenform’s new ad campaign, but what intrigues me is their old campaign. “Hold it, I know…our Maidenform lady is really a firewoman.”

The New York Times: Maidenform ladies are dreaming again.
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Many of those too young to remember probably know about the ad campaign that Maidenform ran from the end of World War II up through the mid-1960’s. It was the one with gorgeous ladies, their bottoms modestly clad but their tops ensconced only in their bras, dreaming they “went shopping” – or rode fire trucks, or crossed the Nile on Cleopatra’s barge – “in their Maidenform bras.”
It was shockingly risqué for the time – in fact, Mad Magazine spoofed the campaign in 1962, with “I dreamed I was arrested for indecent exposure in my Maidenform bra.” But, it sure sold a lot of undergarments.
The company was founded during the Flapper Era of the 1920’s, on the then-radical premise that women who were routinely binding and flattening their breasts would really rather have them lifted and contoured. Its founders were right – women bought bras in droves, and the company took off.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.