That we all love dimestores there's no denying, especially if you are an Erasmus student on a budget and in need of a toaster. And if you are a girl, when it comes to clothing - which HEMA also sells -, you like low prices and good quality. Or, at the very least, you want to pay a fair amount of money for something that will enhance your assets, so to say. Well, HEMA might not have the best quality when it comes to their products, but they do know how to advertise them.
Many women have problems with finding the perfect bra for the perfect ocasion, with the perfect shirt/dress/sweater/etc, particularly when extra support is needed. Therefore, HEMA, in December of last year, offered to their female clients a range of push-up bras that would - so they said -, give you two extra cup sizes.
If you look at the ads, you don't see anything different from the usual blond girl in a tight shirt smiling at you with a dark background and a souple of text indicating prices and the brand. But this add has a twist.
Do you know who Andrej Pejic is? I must admit, I had to go check. Those of you who like fashion might know him. Yes, it's not a typo. The 'girl' you see in the poster above is, actually, a 20 year old man.
I was completely astonished by this provocative and yet quite simple angle that HEMA persued for this push-up bra campaign. Their slogan, "A push-up bra that gives you 2 cupsizes extra. Modeled by Andrej Pejic. A man. Imagine what it can do for a woman", is the only thing that gives away Andrej sex (if you don't know who he is, of course); it's a funny and bold way to present a rather normal product - that we, women, buy regularly - , and deliever the message to the target group effectively: if it can give a cleavage like that to a man, it will do wonders to women! HEMA hit the jackpot with these ads, that actually caused quite a buzz, being mentioned in all kinds of media all over the world:
"The controversial campaign has set tonges wagging on social networking sites, with the topic trending on Twotter just hours after the adverts were released.
One user tweeted: "That HEMA campaign is brilliant: Andrej Pejic sporting a push-upbra?! If a man looks good in that bra, it must be good stuff."
Another added: "Andrej Pejic is the prettiest man woman known to man." (Mirror.co.uk)
(abc NEWS)
In my opinion, this is not only a brilliant campaign. I think it focus, although indirectly, in the matters of gender and all the issues associated with it, These advertisements broke with all the conventions about gender roles and not only to what concerns the fashion world.
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Ana Nascimento
Valuable information and excellent tips!!!!!!
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