Lovable Undies Rules

Australian intimates label, Lovable, has launched a new range of Sexy Mesh and Ultra Sexy undies using former Miss Universe 2004 Jennifer Hawkins as the brand ambassador, targetting a primarily 18-25 year old market. Three TV ads, Bus Rule, Friday Rule and Power Rule, introduce often-observed but unspoken ‘undie rules’, demonstrated by Hawkins. Always wear nice undies out in case you get hit by a bus. If you’re going out Friday night, choose carefully Friday morning. Your power over men is in direct proportion to the cuteness of your undies.

Lovable Undie Rules with Jennifer Hawkins


The Lovables Undies Rules campaign was developed at IdeaWorks by copywriter Mel Coenen-Eyre, art director Max Landrak and agency producer Julia Jackson.

Filming was directed by Damien Toogood via Luscious with producer Tim Berriman.

Post production was done at Cutting Edge. Music was provided by Sound Planet.

See the Today Tonight interview with Jennifer Hawkins, with behind-the-scenes shots.