Steering wheels

Campaign
Agency Network: 
Published/Aired: 
April 2010
Shangri La Lingerie:  Steering wheels

Description

In Swedish there are many synonyms for the word breasts. For example; onions, melons, rack, steering wheels and bombs.

Print advertisement created by the others., Sweden for Shangri La Lingerie, within the category: Fashion.

Caption

Shangri La - Lovely lingerie for all shapes and sizes.

Advertising Agency: the others., Gothenburg/Stockholm/Karlstad, Sweden
Art Directors: Katrin Moström, Fredrik Ternström, Jeppe Blomgren
Copywriter: Åsa Jernfält
Web director: Damir Franciskovic
Interactive designer: Jaroslav Karlsson
Account manager: Johanna Englund
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R U serious's picture

I'm very curious to read the comments on this one...

R U serious
Activity Score 416

Say my name, say my name...

Adaddicted's picture

"............................................................................................................................................................................................................ me too"

Adaddicted
Activity Score 3431
Art Director |

withalltherespects

AssassinX's picture

The same here...

AssassinX
Activity Score 1325
mosho's picture

y the honda steering wheel??

mosho
Activity Score 298
Graphic Designer at Graphic designer |

Mohamed El Mahdy
www.sketchescs.com

Hiperion's picture

like a polar Bear in Maracaibo...
WTF?

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
Phil Lestino's picture

Shangrila-di-dah............I wouldn't like my woman to wear those.........

Phil Lestino
Activity Score 1682
mikeelrapido's picture

Very strange idea..

mikeelrapido
Activity Score 1929
Copywriter at Evo S.C. |

<---------------SexInAds------------------>

http://www.facebook.com/sexinads
http://sexinads.tumblr.com

xcreativity's picture

strange.

xcreativity
Activity Score 2374

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog |

theothers's picture

In the short rationale it is stated that the names of these objects (onions, melons, steering wheels, bombs, rack, etc) are synonyms for breasts in Swedish. So the idea isn't strange at all. It's just a way of communicating a lingerie brand in a tongue-in-cheek way, without showing any products.

theothers
Activity Score 9
Art Director
morse's picture

I get it, but I don't really like it. It's boring. You can do much more for lingerie brand.

morse
Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kimi yancek's picture

still, i don't get it...

kimi yancek
Activity Score 26
Dzsoi's picture

lol I thought it was a 'subtle' ad about airbags and big boobs.

Dzsoi
Activity Score 8603
Copywriter
Davosk's picture

Fun bags?

Davosk
Activity Score 4811
Art Director
art one's picture

i get that steering wheels are a synonym for boobs ???????? weird???? but don't really get how they portray for any shape or size....??? curiouser and curiouser

art one
Activity Score 70
bad astronaut's picture

from a distance, looks like a granny panties from the behind.

bad astronaut
Activity Score 540
boris70's picture

Boring, and not sexy at all. Missed the point.

boris70
Activity Score 30
Creative Director
imagineit's picture

So not sexy. And I have never heard of a woman's breats being called steering wheels - horrid.

imagineit
Activity Score 550
K P's picture

The swedish word "rattar" means stering wheels and is also a name for big boobs. Not my favourite campaign, they should have had some explanation since you don't get this without knowing swedish.

K P
Activity Score 6
atb2005's picture

What many people seem to forget (I used to do that myself) is that these are ads created for certain markets. In this case, we have a campaign created for the Swedish market. You may find it stupid that steering wheels can possibly mean "boobs", but in Swedish they do mean that. So no explanation is really required.

atb2005
Activity Score 13547
Tommy G.'s picture

Not a winning ad. I'll forget it on tomorrow morning.

Tommy G.
Activity Score 895
Graphic Designer at Job seeking
niaroma's picture

we all r discussing n thinking so much about dis ad...Hence...the purpose (of an ad) is solved!!...:)

niaroma
Activity Score 6
lalit kala academy, new delhi- 110001 |

roma

angieraj's picture

I see the subtlety, but honestly I guess this is for very specific markets(sweden in this case). Since it would make no sense in most places. Not really sure about it.

angieraj
Activity Score 428
Turrino Advertising LLC |

Cognito Ergo Sum

Riander's picture

Not Clear!!! This campaign is a disaster!!!

Riander
Activity Score 318
Peruvian Institute of Advertising
carol79's picture

Looks like the shape of uterus & ovaries...

carol79
Activity Score 2
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