Rachel Stevens goes for 'Wonderbra effect' in poster ads

by Jennifer Whitehead,, Brand Republic 18-Sep-03, 08:30

LONDON - Rachel Stevens, famous for being the pretty one from now-defunct pop group S Club, is hoping that a poster campaign to promote her new album will have the Wonderbra effect on motorists.

The campaign, promoting her first solo album 'Funky Dory', shows Stevens in a leggy pose, clad only in a top, knickers, sandals and a bow.

Her PR company is hoping that the posters will have the same traffic-stopping effects of the 1994 "Hello Boys" Wonderbra ad featuring Czech model Eva Herzigova. The famous ad, created by TBWA\London, caused a storm after complaints from Birmingham City Council.

Stevens' posters appear the same week that she was revealed to be the new face of Pretty Polly underwear, filling the C-cup of women including Herzigova, Jemma Kidd and Tania Strecker. Stevens also has a single out this week called 'Sweet Dreams My LA-Ex'.

MediaCom handled the media buying on behalf of Steven's record label Polydor. The posters appear on 55 sites around London in the run-up to the album's launch on September 29.

In a ringing endorsement for the outdoor advertising industry, Stevens said: "I've never been on a huge poster before -- when I'm in traffic I always find myself looking at them and I've always thought it would be cool to be on one."

"I just hope that I don't ever get stuck in traffic in front of one of my own, that'd be really embarrassing."

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