Lovable Plumping without Lying

Lovable Power Lift bras are being given a push with “Rimpolpa senza mentire”, a commercial from Italy. A woman brings her boyfriend home but feels the need to blindfold him while she undresses. The ad is a follow up to the popular “Surprise Party” commercial released online in 2009, in which a woman arrives home, relieved to be able to remove the uncomfortable bra she’s been wearing all day. Little does she know who’s been waiting for her through the door.

Lovable Plumping


The Lovable campaign was developed at AUGE, Milan, by creative directors Giorgio Natale and Federica Ariagno, art director Nicola Cellemme, copywriters Anita Rocca (Plumping) and Niccolò Bossi (Surprise Party).

Filming for Plumping was shot by director Robert Nylund via Social Club, Stockholm. Filming for Surprise Party was shot by director Dario Piana with producer Giulia Buffa and editor Marco Battiloro. Music was by Greenmovie Sound Dept.