Wonderbra’s 1994 “Hello Boys” campaign became famous for a billboard featuring model Eva Herzigová in a black plunge bra.
The advertisement used a close-up pose and a short greeting directed at viewers. Created during Wonderbra’s relaunch in the United Kingdom, it drew enormous attention and became a landmark example of provocative outdoor advertising. The image was widely discussed for its direct appeal, minimalist copy, and use of a highly visible roadside billboard.
The campaign helped make Wonderbra a widely recognized brand beyond its existing lingerie market. It also became part of debates about sexualized advertising, public space, and whether commercial imagery could be considered empowering or objectifying.
The advertisement is sometimes confused with later lingerie campaigns featuring different models or slogans. “Hello Boys” specifically refers to Herzigová’s 1994 Wonderbra billboard and not to the brand’s entire advertising history.