Advertising: But Will Lois Lane Buy It?

But Will Lois Lane Buy It?

In the 1930s Maidenform shocked the world by using photos of actual women modeling its bras in national advertisements. For the past year, the company has gone to the opposite extreme: featuring actors Omar Sharif, Michael York and L.A. Law's Corbin Bernsen, musing about ladies and lingerie with nary a bra, teddy or pair of panties in sight. Owing in part to the $10 million campaign, Maidenform's revenues rose 11% this year, to $200 million.

Early next year the Maidenform men will be joined by a mild-mannered guy whose experience with X-ray vision well qualifies him to discuss unmentionables: Christopher Reeve...

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