updated 24 Dec 2010, 02:44
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Fri, Dec 10, 2010
The New Paper
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Cup-size choir

LINGERIE models lying in bed singing notes according to their bra cup sizes. It sounds much sexier than some festive songs.

With the festive season just about kicking in, lingerie firm LaSenza has come up with this unique advertisement.

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

The YouTube video, which has had over a million hits since it was launched a few days ago, first introduces the seven girls, each with a different cup size, ranging from A to G, Britain's Daily Mail reported.

The women of the "Cup Size Choir", shown lying on mattresses placed side by side, take turns to sing their appropriate note, creating the festive tune Deck The Halls.

A specially created website,, allows shoppers to "play" the choir, using the letters on a keyboard.

This is how it works.

As you play each note, a description of the model's lingerie appears beneath her image, with a link to the product on the LaSenza retail site.

Ms Sarah Hawkins, La Senza's marketing director, told the daily: "We wanted to bring some festive cheer and what better way than the Cup Size Choir. It's a sure start to the party season ahead."

She said apart from men taking notice, she also hoped that the women will find "it fun and engaging too".


The imaginative advertisement was the brain child of Tom Woodington and Robin Temple of creative agency Karmarama.

They told the Daily Mail that they wanted to communicate to the buyers that La Senza had beautiful lingerie across all cup sizes.

"We saw a correlation with musical notes and thought a Christmas musical number would be just the thing," they were quoted as saying.

"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."

They added that the unusual nature of the campaign was a huge success and that the tills in the La Senza online store "have also been ringing".

The Canadian lingerie brand was founded in 1990 and is owned by Limited Brands, which also owns Victoria's Secret. La Senza has 787 stores in 45 countries.

This article was first published in The New Paper.


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