Posted by Mark J. Miller on October 4, 2012 12:11 PM
There is a moment in time when preadolescent boys come across ads for X-ray and they are convinced that their late-night dreams have come true: An easy way to see through the clothing of any nearby woman has become available to them.
Of course, the whole thing is a sham, but the idea of being able to see through walls and clothes and everything else is fun to try on for a while. And now, of course, like everything else, there is an app for that.
The good folks at Wonderbra are happy to help the citizens of the United Kingdom see just what’s underneath what one particular woman is wearing, and she just happens to be Brazilian supermodel Adriana Cernanova.
Wonderbra's UK advertising (watch below) and French campaign is featuring a QR code so viewers can download an app and use their “Wonderbra Decoder” to see on their phones just what she’s got on underneath. Surprise! It’s all made by Wonderbra.
“We are showing Adriana in her clothes, including simple jeans and t-shirt, and through our new and unique app, consumers can reveal the Wonderbra behind the look,” said Martina Alexander, marketing manager for Wonderbra, according to Mobile Entertainment. “It’s really female-friendly and links to the outfit, which was important to us.”
But is it important to Wonderbra's key audience, women? Feminists may not agree it's so "female-friendly."
That said, images of Cernanova in one set of underwear or another have been around now for more than a decade so it’s not too hard for any consumer that wants to see her skin to do so without the Decoder. Still, it’s not the skin Wonderbra wants you to see — it’s all those unmentionables that she’s wearing. Talk about brand transparency.