Lingerie Ads Use Horror Movie Theme To Target Women – We all know that shopping for bras can be a terrifying experience, but, impossibly, it just got a little scarier.

While most advertisements for lingerie picture aspirational images of women with perfect bodies and sexy, supported curves — think Victoria’s Secret or La Perla — a Canadian lingerie shop is boldly showing the dark underside of what the wrong bra size can do to breasts.

Instead of softly-lit, provocative images designed to appeal to both sexes, these ads for The Boobie Trap, a bra boutique in St. John’s, Newfoundland, look like something out of the “Blair Witch Project.” Each ad in the campaign — launched on October 31, according to Business Insider — resembles a poster for a horror film. With titles such as “The Sagging” and taglines like “We can stop the horror,” they identify movie monster-like archetypes for breasts in ill-fitting bras, such as the “quadraboob” and the dreaded “shelf boob.”

According to Marketing, Advertising and PR in Canada, the ads for The Boobie Trap are newsworthy because they are the first lingerie ads to exclusively target the customers who will be wearing them — women.

Jenny Smith, creative group head at Target Marketing Communications, the firm behind the ads, told the Canadian trade publication that she thinks women will connect with the campaign:

Some Streams might start at the Game Time or later. To keep us alive, please click or close our Ads. Thank you!
Note For Visitors :⇒ We apologize for the pop ups that you are experiencing when you click on the videos. We do not own the said pop ups. The pop ads are embedded in the videos and we do not have the power nor the right to remove it. We hope that you understand our situation since we do not own the said videos. We merely compile them for you to enjoy. If you strongly wanted to remove the ads then we advice that you apply for a premium membership on the video of your choice. - The NWTL Team