Morning Update: it’s E-cup day for men; Yahoo video growth slows; Tesco busted for ‘fake farm brands’

Ad Week: This Lingerie Brand Made Its Male Employees Wear E-Cup-Size Breasts for a Day

It’s International E-Cup Day for Men over at PrimaDonna lingerie, and the men are getting to know what it’s like to haul around an extra 6.6 pounds on their chest.

PrimaDonna specializes in luxury lingerie at larger cup sizes, from C to J. PrimaDonna’s CEO, Ignace Van Doorselaere, came up with the idea himself after getting a lot of questions about how he could possibly understand what his consumers go through. PrimaDonna had its own seamstresses make the specialized harnesses. All creative was handled in-house.