Raising the bra: New 3D Wonderbra advertisement certainly uplifting... but is it a distraction to drivers?
By Oliver Pickup
14th September 2010
For male drivers, what is more of a distraction than a busty cleavage? A 6ft busty cleavage on a billboard, perhaps?
Well Wonderbra have raised the bra and yesterday erected a new poster of a 3D busty cleavage near London Waterloo station to promote their new Full Effect brassiere - which should be viewed through 3D specs for best results.
The £28 underwear, which promises to make breasts appear two sizes bigger than they are, could - like the 1994 'Hello Boys' campaign - cause road accidents, the Institute of Advanced Motorists (IAM) has warned.
Wonderbra caused a storm when, 16 years ago, they revealed a poster of Czech model Eva Herzigová in a Wonderbra, gazing down at her breasts with the caption 'Hello Boys'.
While it was voted No10 in a 'Poster of the Century' contest, the picture of Herzigová's pushed-up assets was blamed for dozens of road accidents.
The latest poster for Full Effect, 'Wonderbra's best cleavage enhancer to date', is 20ft wide and stars Brazilian model Sabraine Banado, but could be more of a distraction, said Vince Yearley, a spokesman for IAM.
'I remember that Herzigová picture very well - I was working at the Department for Transport at the time,' said Yearley this morning.
'In many ways this latest one could be more dangerous, as it's 3D.
'For those motorists who don't happen to have 3D glasses in their car - and most don't - then as the image is slightly blurred, it will cause you to want to focus on it even more.
'I think it will be a distraction for men and women on the road. And you just need to lose concentration briefly while on the road and an accident could happen.'
Road Safety Minister Mike Penning said: 'Road safety is a top priority and the Highway Code is clear that safe driving needs concentration and motorists must be in proper control of their vehicle at all times. If they are not, they risk putting lives at risk and could face prosecution.'
And a spokeswoman for The Royal Society for the Prevention of Accidents added: 'With roadside advertisements we are mostly concerned with moving images, as they encourage people to watch them until the end.
'While we have no concern with this advert so far, we would be interested in knowing if there are any road accidents caused by it.'
Julia Nolan from Wonderbra said of the campaign: 'As an iconic lingerie brand the 3D billboard is the perfect way to launch the campaign for our new bra, it brings to life the product's benefits in a bold and exciting way.'
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