This week, leading Australian intimates brand Lovable launches its sexiest advertising campaign to date.

Starring the heartbreaking curves of the brand’s famous ambassador Jennifer Hawkins, the provocative new campaign is destined to set pulses racing as it rolls out across Australia and New Zealand.

Hawkins has fronted the brand’s high profile campaigns for the past five seasons, following in the cheeky footsteps of Samuel ‘Nice Bra, Great Tits’ Johnson.

Lovable’s tiered Summer 08 campaign will run in three staggered bursts over the next six months across New Zealand and Australia, utilising a highly visible mix of cinema, print, outdoor, online and Eye-lite locations strategically selected to appeal directly to the brands target audience. 

“Our latest campaign has an energy that parallels that of the Lovable woman (and Jen’s!) Her life is busy and diverse, and her underwear needs to be up to the challenge – without skipping a beat as she dashes from crazy day at work to a romantic dinner, or a trip to the cinema with friends, a shopping session or a night on the sofa with a favourite mag.” Dianne Taylor, Gazal Group Brand Marketing Manager – Intimates

As the brainchild of Sydney based creative agency Woo, the multi-faceted campaign ramps up Lovable’s signature cheeky confidence with outright sex appeal. 

“Lovable is an amazing brand, with a unique point of view within this market.  We wanted to showcase Lovable’s ‘basic’ range by illustrating the many sides of Jen and the Lovable customer.  Hence the addition of the ‘…able’ headlines, from comfortable to adorable to desirable.” Justin Woo, Creative Director of Woo, states.

Shot by director Anthony Rose, Lovable’s first ever cinema campaign features Hawkins’s sizzling form twisting sinuously to the catchy strains of The New Young Pony Club’s ‘Get Lucky’ whilst wearing the brand’s best selling everyday basics. The print arm of the campaign is translated seamlessly into four equally “….able” executions by fashion snapper David Gubert.

“We know our product is streets ahead in terms of comfort, innovation and fit, and wanted to show that – whilst absolutely practical– there is zero compromise in the style department either. Lovable’s basics offer is anything but basic. It’s desirable, adorable, comfortable and as absolutely unforgettable as our gorgeous ambassador, Jen.” Says Taylor.

The Summer 2008 Campaign is available to view at Lovable’s online store http://www.lovable.com.au/ The Lovable collections are also available from Myer, David Jones, Bras n’ Things and all good lingerie boutiques nationwide, plus Smith and Caugheys, Kirkaldies and Stains, Arthur Barnetts and The Lingerie Company in New Zealand.

Gazal is a leading apparel supplier of surf and casual wear, men’s business shirts, intimate apparel and school wear sold under brand names including Nautica, Trent Nathan, Van Heusen, Calvin Klein, Lovable, Oroton, Crystelle, Kookai, Nancy Ganz, Kissed, Bisley, Midford, Davenport, Fred Bracks and Bracks.