Jane Pain In The Right Place

Jane Pain, a lingerie company based in Buenos Aires, Argentina, has run a provocative print advertising campaign featuring sexy optical illusions. Three photos present what appear to be cleavage shots, but turn out to be something else. Alongside each photo is a thumbnail image of the actual body part with the tag line: “If it can make your armpit [or knee or elbow] look sexy, imagine what it can do in the right place”.

Jane Pain Panty Elbow print ad

Javier Campopiano, Conill’s chief creative officer, said: “Great apparel is about making a woman look beautiful and feel sensual.

“Jane Pain makes such an incredible product that we wanted to show it in an unexpected way, addressing that their lingerie can make you look great even if you wear it on the ‘wrong’ body parts. Keeping with the playful style of the brand, we also injected a little humour into a category that usually lacks it. After all, there’s nothing sexier than a good sense of humour.”

Jane Pain Culotte Knee print ad

Jane Pain Bra Knee print ad

Jane Pain Panty Elbow print ad


The Jane Pain campaign was developed at Conill Saatchi & Saatchi, USA, by chief creative officer Javier Campopiano, executive creative directors Hernan Cerdeiro and Diego Yurkievich, associate creative director/art director Hernan Pettinaroli, regional creative manager at Saatchi & Saatchi Latam Maru Sokolowski.

Photographer was Cris Welcomme at Rocket to the Moon, with stylist Delfina Guelar and digital retoucher Juan Echegoyenberry, and executive producer Martin Hillcoat.

Filed under: Clothing, Jane Pain, Print