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I Dreamed I Rode in a Gondola
Maidenform · 1953
- Campaign
- I Dreamed
Analysis
A woman wears a Maidenform bra during a gondola ride. The dream format moves underwear into a public setting where it would normally remain hidden.
“I dreamed I rode in a gondola in my maidenform bra”
Fantasy settingRepeatable headline
Why it worked
The unexpected outfit makes the scene memorable. The repeated dream line lets each new setting support the same product promise.
Lesson
Use one stable sentence to connect a series of changing settings.
Image source
Public domain in the United States: published without a copyright notice, as stated by Wikimedia Commons.
Shown for study and commentary. Not affiliated with or endorsed by Maidenform.