Wonderbra

"Hello Boys" posters, 1994 Two words and one photograph. Trevor Beattie at TBWA London wrote it, Ellen von Unwerth photographed Eva Herzigová in a black Wonderbra looking down at her own cleavage, and the posters went up in Britain for the bra's relaunch starting on Valentine's Day 1994. A Merrill Lynch research note later reported a 41 percent lift in sales from that first two-week campaign. It is outdoor advertising at its most economical, readable from a moving car in a second. The argument over whether it played to men or to the women buying the bra has never really been settled.