The concept of a larger than life model in just her lingerie has the Institute of Advanced Motorists (IAM) concerned.

A new 3D ad by the makers of the iconic Wonderbra is being seen as a road hazard by the IAM, who claim that the well-rounded cleavage will be distracting to drivers.

The new poster has been erected nearby the London Waterloo station as part of a new advertising campaign for Wonderbra’s latest release, the £28 Full Effect brassiere. The new ad evokes memories of 1986, when a smiling Czech model Eva Herzigova adorned billboards in a Wonderbra, gazing at her chest with the caption ‘Hello Boys’ underneath. At the time, the billboard polarised public opinions – though several accidents were attributed to the ad – over safety and taste, but this time the fears are for more on the hazard to the driver and pedestrians.

While the Herzigova poster has since been voted as the tenth best Poster of the Century, it is too soon to say whether the new ad, which stars the Brazilian model Sabraine Banado and measures 20 feet across, will rival the Czech star’s notoriety. If the marketing is to be believed, then the Full Effects bra is the greatest cleavage enhancer ever from Wonderbra. The concern with the new billboard is that because it is in 3D, drivers will either need to carry 3D glasses with them, or, they will find the image too blurred and likely strain for a better look.