The archive · Advertising · Marketing decision · 2024
Sabina Braless comedy makes breast comfort a family matter — 3M views in 2 days
Thai lingerie brand Sabina launches its no-wire Braless line with a Baifern comedy about awkward family dinners; the film hit 3M+ views in two days.
Sabina (Jintana Lingerie)
What it had to solve
Sabina, a Thai lingerie brand with more than 30 years of history, faced a market where the 'braless' and body-comfort movements were making style-first bra advertising feel dated. It partnered with SOUR Bangkok to launch Sabina Braless, a no-wire comfort line, under the campaign 'Make Your Breast Comfortable.'
How it works
Sabina, a Thai lingerie brand with more than three decades in the market, launched Sabina Braless in March 2024 — a no-wire range built for the moment when 'braless' and comfort had become the loudest conversations in underwear. With SOUR Bangkok, it framed the launch around the slogan 'Make Your Breast Comfortable,' turning a product attribute into the whole campaign's point of view.
The launch film starred Thai celebrity Baifern Pimchanok and played out a classic awkward scenario: a young man introducing his girlfriend to his family. Instead of resolving the tension with a glamorous reveal, the spot kept escalating into absurd twists, and the grandmother's scene became the moment viewers shared. SOUR noted the viral clip as proof that people watched to the end rather than skipping the ad.
The result was fast and measurable in attention terms: more than three million views in two days. The campaign also collected a Bronze in the Film Lotus category at ADFEST 2025, and in Thailand it helped position the comfort debate — breasts, bras and what 'freedom' means — as a subject a heritage lingerie brand could own with humour rather than embarrassment.
Why it lands
- It put the product's promise inside a familiar fear — meeting the family — so the audience felt the discomfort before the joke paid it off.
- The grandmother scene gave the film a shareable peak, turning a launch commercial into a piece of entertainment people forwarded on their own.
- The 'Sabina/sabai' comfort echo tied the new line to the brand name itself, so the campaign and the product said the same thing.
- By embracing the braless trend instead of fighting it, the brand converted a threat to the category into a reason to buy its newest range.
What it did
The film passed 3 million views within two days of launch, and the grandmother scene went viral — evidence, the agency noted, that audiences watched through to the end. It took a Bronze in the Film Lotus category at ADFEST 2025 and shifted Sabina's conversation from sex appeal to comfort.
What you can take
When a category convention collides with a cultural shift, make the old expectation the joke and let one shareable scene carry the message.
Since then
The film's two-day, three-million-view run made it one of Thailand's most-watched lingerie launches of the year, and the ADFEST 2025 Film Bronze added regional industry recognition. The Braless line became a platform Sabina kept building on, with follow-up products and launch events through 2025 as the comfort positioning moved from a single film to a continuing range strategy.
Sources
- SOUR Bangkok creates hilarious 'Sabina Braless' spot redefining family gatherings
- Sour Bangkok & Sabina Braless: Comfort even in the most uncomfortable situations
- Japan is the most awarded country in ADFEST 2025 with 45 lotuses: See complete table of winners
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