Eva Herzigova's traffic-stopping Wonderbra billboards have been declared the most eye-catching ads of the past few decades.
The "Hello Boys" campaign - featuring a huge photograph of the Czech model's cleavage - caused a sensation when it was first unveiled in 1994.
Now it has won a public vote as the favourite "iconic" advertising image in a poll by the Outdoor Media Centre, the trade body for outdoor advertising.
In second place was the Conservative Party's "Labour Isn't Working" campaign which depicted a dole queue to highlight rising unemployment figures.
And the much-copied Lord Kitchener recruitment posters which date back a century came third.
More than 10,000 votes were cast to identify the most striking images to feature in the Outdoor Hall Of Fame, launched in conjunction with ad industry magazine Campaign.
The Herzigova posters propelled her to stardom around the world, making her a household name. The huge images were also said to have caused a number of accidents after drivers became distracted by the shots of the model in her underwear.
Mike Baker, chief executive of the Outdoor Media Centre, said: "It's great to see those great iconic images from the past rubbing shoulders with recent advertising work in the public's affections."