内衣品牌创意广告 性趣十足男士折服

　　It's certainly a lot more sexy than the Sound Of Music's Do, Re, Me. In an inspired Christmas advertising campaign, lingerie firm La Senza has created a film that shows models singing notes according to their bra cup size.
　　The YouTube video, which has has over a million hits since it launched several days ago, first introduces the seven girls, each with a different cup size, ranging from A to G.The 'Cup Size Choir', pictured on a row of mattresses, then take it in turns to sing their appropriate note to the festive tune of Deck The Halls。A specially created website, cupsizechoir.com, even allows shoppers to 'play' the choir, using the letters on your keyboard - as you play each note, a description of the model's lingerie appears beneath her image, with a link to the product on the La Senza retail site.

　　你听过如此性感撩人的“音乐之声”吗？这是一家内衣公司噱头十足的圣诞广告，众模特会依据罩杯尺寸的不同，分声部唱出美妙的音符。在这支视频发布仅几天的时间内，累计点击数便已突破百万。短片中，七位不同罩杯的美女依次排开，分别代表音阶的七个音符，简单的音符组合在一起就成了连贯的乐曲，这支“罩杯合唱团”“演奏”了节日名曲《闪亮的圣诞节》。你甚至可以登录产品的网站，通过电脑键盘来指挥这支“波涛汹涌”的合唱团。

　　The company said the film was aimed at men, to help them with their Christmas shopping.

　　'We wanted to bring some festive cheer and what better way than the Cup Size Choir,' said Sarah Hawkins, Marketing Director of La Senza. 'It's a sure start to the party season ahead!''The activity is aimed at men to help them with their Christmas shopping, but we hope that women will find it fun and engaging too.'The idea behind the advertisement was the brainchild of Tom Woodington and Robin Temple of creative agency Karmarama.'We wanted to communicate that La Senza had beautiful lingerie from cup sizes A to G,' they told MailOnline.'We saw a correlation with musical notes and thought a Christmas musical number would be just the thing. 'We also thought that element of play in the site which sits behind the viral - where you get to play your own tune and share it with your friends - would increase the amount of engagement with the brand.'

　　内衣公司希望通过这样一支别具创新而又“性趣”十足的广告来吸引到男性消费者的注意。“这个广告的目的是帮助男性观众挑选圣诞礼物，不过我们也希望女性观众能有喜欢，并为之所鼓励与启发。”广告的创意人员这样解释到，“我们希望向消费者展示品牌七个罩杯的文胸，在联想到了音阶的七个音符之后，我们认为圣诞歌曲是最好的载体。另外我们还在网站上制作了特别的互动游戏，游览者可以在网上一试身手，演奏自己的音乐。”

　　They added that the viral nature of the campaign had proved a huge success for the HigStreet chain.'It's only been live for a few days and we've already had over a million hits on Youtube.'The easy click through to purchase has also meant that the tills in the la Senza online store have also been ringing.'The campaign is significantly different from previous promotional efforts from La Senza. In just October this year it used the cosmetically-enhanced Celebrity Big Brother contestant Chantelle Houghton to appear in its advertisements.And last Christmas it chose Strictly Come Dancing host and mother-of-two Tess Daly to front its Christmas campaign.

　　而这一话题度十足的推广方式立刻在网络引起了热烈反响，“在Youtube上发布仅仅只有几天，我们就已经获得了超过一百万的收视成绩，高点击了带来的是相应的销售额。”据悉，今年是这家内衣平拍第一次采用如此别具创新的广告模式，与之相比，之前的推销手段都显得索然无味起来。