Beginning in 1967, the advertising focused exclusively on Wonderbra brand brassieres. In 1968, Nadler hired Goodis Advertising to develop the new campaign. The Wonderbra ads were based on fashion and emotional appeal. In various ads, the man would appear as fashion photographer (in a fashion shoot) or fashion buyer (at a fashion show). The storyline suggested an attraction or budding romance between the man and the women. The voice-over and jingle featured a man's voice and the commercial showed an actual woman's torso naked except for a bra. All other television ads before this era showed brassieres on a manikin or a dressmaker's dummy to promote the functional features of the product. Every Wonderbra advertisement contained versions of the musical theme, ""We care about the shape you're in. Wonderful, wonderful, Wonderbra"". The 1979 television campaign included a commercial directed by Richard Avedon which won a Silver award for television advertisements shown in Canada.