Thursday, February 24, 2011

Ad Creep Update: women's thighs.

(click image, via) How's this for invasive advertising? Superette, an Auckland boutique chain, wanted to promote a short shorts sale. From ad agency DDB Auckland's press note:
"We put indented plates on bus stop, mall, and park benches, so that when people sat down, the message was imprinted on their thighs. This meant that as well as having branded seats, a veritable army of free media was created, with thousands of imprints being created and lasting up to an hour."
And, out of those "thousands" of imprints, probably none were readable. Is this the most invasive Ad Creep yet? Compare to this ADT one and these fake car damage stickers. Previously, Superette produced print ads featuring gory death scenes. Related: Dutch S&M magazine's Branding Paddle (nsfw).


Anonymous Anonymous said...

This seems like a very bad idea since you might end up with ads on very unattractive people with scary looking legs. Not exactly a good brand image...

12:46 PM  
Anonymous Anonymous said...

This sounds like a violation of privacy, a commandeering of inalienable property, and an invitation for lawsuits. Not exactly the kind of publicity you want.

2:21 PM  
Anonymous Anonymous said...

lol at "invitation for lawsuits" - i dont think people are being forced to sit on the benches.

2:51 PM  
Anonymous Anonymous said...

An "invitation for lawsuits"? I think you need to visit New Zealand, unlike the States kiwi's are not really into recreational litigation.

4:02 PM  
Anonymous Alex Osborn said...

This is Superette, who by all accounts target provocative advertising specifically for the media coverage.

Hence the 'good enough to been seen dead in' campaign - arguably spun more to be discussed than to sell product.

Pretty good positioning strategy for an alternative brand, imo.

9:33 PM  
Anonymous Anonymous said...

what a cock n balls idea , get fucked.
frm nz

1:45 PM  
Anonymous Anonymous said...

The marketing concept is obviously working since we are all discussing it.. it's an innovative and creative idea that might not be the most effective, but gets their name out there.. to say the least.

12:40 AM  
Anonymous Anonymous said...

These people should patent the idea. This is definitely patentable in the U.S. They could make royalties from all sorts of product: special beach blankets, fashion accessories, pillows to give your drunk friends. This is really genius, thinking outside the box and doing something about it. Well done guys!!!

1:39 PM  
Anonymous Anonymous said...

Do I get to sue them if I wear $200 white leather pants and get branded? Or if I’m a Muslim or Orthodox Jewish person in pale clothing, for whom a message like this is VERY against my beliefs?! I suspect there’s a case here for assault, for the wily lawyer – I hope they get sued, this is a horrible SNEAKY way to advertise, turning humans into branded sheep!

11:20 AM  
Anonymous Anonymous said...

In reference to the previous comment - orthodox jews and people that wear white leather jeans? Are you concerned that an orthodox jew will sit on one of these benches while wearing short shorts? Or have orthodox jews recently started wearing white leather jeans recently? Who even wears white leather pants aside from elvis impersonators nowadays?

3:32 AM  
Blogger Evilyn Garnett said...

um...this may sound wildly anarchic, but I think you're supposed to CHOOSE whether or not you're body is used to make money for someone else. Last time I let someone else make money from using my body I got paid for it. Okay, it was in ten dollar glassine packets of heroin, but still, the principle's the same.

3:10 AM  
Anonymous Anonymous said...

Just make the benches really small and thin and then only skinny people will sit in them :P You can make big couchy chairs and brand those legs with your competitors' logos :D

5:12 PM  

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