Inclusive-Sizing Brand ThirdLove Has Some Words For Your Boobs

“Break up with your bad bra,” says a new campaign from inclusive-sizing intimates company ThirdLove. The company partnered with digital ad agency Harmon Brothers to create “Your Boobs Deserve ThirdLove.” The campaign rolled out today with an accompanying video that portrays women breaking up with their bras in various hilarious scenarios.

Heidi Zak, ThirdLove’s Co-founder and CEO, says that humor is the element that’s missing from the conversation about bras. “With the vast majority of women wearing the wrong bra size, we’re thrilled to work alongside the creative masterminds at Harmon Brothers, whose humorous and relatable perspective easily takes the pain out of finding the perfect bra and giving your boobs the ThirdLove they deserve.”

ThirdLove is the number one digital bra brand among millennials in the United States, according to NPD Group’s 2020 Intimate Apparel Awards. The company has found through internal research that 9 out of 10 women have some type of breast asymmetry and 70% of women are wearing the wrong bra size.

Zak says the campaign “is a reflection of the frustrations that so many women have experienced with ill-fitting bras throughout their lives.” She continues, “It encapsulates ThirdLove’s mission to fix these issues, ensuring every woman has access to a beautiful and comfortable bra that elevates herself and her breasts.”