“I Dreamed…” Maidenform Advertisement, 1956


Ida Rosenthal, cofounder of the Maiden Form Company, had a dream, and her advertising agency helped to make it real.  Working with Mary Filius, the copywriter at the design agency Norman, Craig & Kummel, Inc., Rosenthal accepted their premise that products would sell if you put them into people’s everyday lives.  In this surreal ad, Ms. Maidenform shops for designer hats, but other “I dreamed…” ads were more provocative and suggestive for the period, featuring  partially clad females working in offices with fully clad men.  The “I dreamed…” ad ran for twenty years and is considered one of the most successful marketing efforts of the twentieth century.






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