Maidenform · 1949

I Dreamed Campaign

Maidenform's legendary "I Dreamed I was [doing something] in my Maidenform Bra" campaign, created by copywriter Mary Filius at Weintraub agency. Ran for 20 years with over 100 variations in 15+ national publications. The first ad depicted "I dreamed I went shopping in my Maidenform bra." Inaugurated the practice of displaying women in public in their underwear in advertising.