St. John’s bra boutique The Boobie Trap has launched its new advertising campaign: an initiative that highlights the horrors faced by women who wear the wrong bra size. Beginning October 31st, the campaign has drawn both praise for its hilarity and ire for how it portrays the woman’s body. “[Bad bras] result in a number of very horrible and grotesque and frightening malfunctions, so the idea of the campaign was to draw attention to that fact,” said Smith. “I think 85 or 90% of women actually wear the wrong bra size and they experience these malfunctions, and sometimes they don’t know they’re showing off these malfunctions,” said Jenny Smith, creative group head at Target – the company which created the campaign. Read more about the article via the link below, but be sure to watch a video of one of the commercials here.