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Bras on Bus Shelters - HBO's Entourage (Updated)

We all know how tough it is to attract consumers' attention amongst all other competing advertisements on the streets today.

But this one thing never fails - sex appeal.

And HBO Asia has used just that... well, sorta.

HBO Asia has launched an advertising campaign, featuring a red brassiere hanging over its bus shelter creatives, for the latest season of Entourage.

Around 400 bus shelters will carry the advertisements which feature the cast of Entourage with the slogan, "The Naked Truth of Superstar Life" but only eight will feature the racy brassiere versions. Timmerman & Tan helped with the creative while Mindshare did the media planning.

- Marketing Interactive

If you wanna catch a glimpse of those racy red bras in action head downtown soon! (my guess is that a couple will be placed in Orchard Road - it only makes sense since it's bustling during the weekends) Campaign ends mid-may.

I can't wait to see the reaction of people who pass by those bus shelters. Haha.

Hmm.. but I really wonder how they will pin those bras to the bus shelters. Even if penny-pinchers do not grab those bras for personal use, isn't it possible that there will be those who wanna take down them just for laughs?

Well... come to think about it... eight brassieres won't cost them much anyway. =p

Edited 8th May: Correction... the bras are freaking HUGE. I think one cup can fit a person's head! Haha. I doubt anyone will wanna steal it to USE IT... unless they have... erm...

Here's the one I took at the bus stop outside Dhoby Ghaut station today. Cool stuff!


Edited 17th May: Sure enough. 3 Bras were stolen from some of the bus shelters. No wonder I saw posters with the bras printed on them, but no 3D bras. Haha.

Singapore - HBO's recent Entourage campaign which ended on Wednesday, and featured eight giant red brassieres, was not without incident as two of the oversized bras were nicked from sites in UE Square and near Holland Village.

Clear Channel informed HBO of the theft on 8 May, six days before the campaign wrapped up, and the entertainment company moved quickly to clothe the bra-less creatives with replacements. A HBO spokesperson said the two replacements were part of three extra 3D oversized bras made for the campaign.

"We were praying no more would be stolen," the spokesperson said.

The bras were made of real cloth and a press statement issued by HBO Asia claimed that the theft was an "ultimate indicator" of the perpetrators "love for the series". Although HBO didn't rule out that the act was committed by patrons of watering holes near UE Square and Holland Village.

Adapted from Marketing
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