We don’t envy advertisers sometimes. In a world where ads are everywhere and consumers are constantly on their guard, being tasked with making perfectly everyday products seem exciting and appealing to particular demographics can’t be easy.
But the promotional website and videos Japanese fashion retailer Uniqlo is currently running for its range of “bra top” vests, which purport to offer comfort and support even without wearing an actual bra underneath, might be trying just a little bit too hard to be taken seriously.
Titled “100 hito no mune, 100 no utsukushisa”, or “100 people’s chests, 100 types of beauty”, the website features images of chirpy, good-looking women going about their day in a lifestyle magazine-esque world while holding up doodles of their own breasts and saying things about them.
While the doodles themselves are undeniably cute, some of the videos that accompany the images border on the ridiculous, with many of the women shown doing everyday activities while laughing at nothing in particular, almost as if to say that Uniqlo’s bra tops make trivial things possible in ways like never before.
We’ll leave you with a sample of the videos that are currently up on Uniqlo’s site. Some are definitely cuter than others, while others are seemingly straight out of an advertising company’s “feel good” folder and bursting with cheese. Still, at least they’re entertaining!