Thighvertising

This blog generally covers the usual methods of advertising; outdoor, print or television. I’ve also looked at different methods of online advertising but this is something different. Of course, the industry is volatile and often looking for new ways to reach consumers. Thighvertising is a method that definitely doesn’t fit into the normal parameters. A new Japanese trend that aims to capitalise on leering stares and turn a woman’s body into valuable ad space.

Creativeguerillamarketing.com wrote about the trend, in which PR and advertising agencies rent the space on a women’s thigh and apply a transfer tattoo of a brand’s logo or message, encouraging the girls to wear short skirts and high boots so the message appears extra prominent. The accompanying pictures are shocking to a Western audience who may view this act as demeaning, or just plain ridiculous.

Michael Keferl calls the trends validity into question in an article on AdAge. An American expat in Japan, Keferl describes the act as a media stunt performed for the PR company and rarely the company advertised. It seems that in Japan, creative agencies are often struggling to distinguish themselves just like their Western counterparts. As opposed to a trend, he describes this method as merely a handful of teenagers hired by the PR company for one day, to generate news stories both at home and abroad.

Could Thighvertising work? Possibly. Is it demeaning, strange to see something indicative of women being nothing more than a sexualised billboard? Perhaps. I don’t see the trend becoming anything more than a fad story that will be forgotten in the following months. Much like the John St.Prankvertising piece, agencies are coming up with new ways to make their names noticed and compete with big established entities, like DDB or BBDO. Sadly, in none of the articles I found on the trend could I identify the company responsible, a bad PR move by a PR company. 

New York Lottery "Car, Skier, Tub"

This set of print ads, that will also be used for an outdoor campaign, is another example of a great use of a minimalistic approach. Created by DDB New York for the New York lottery, each ad shows classic examples of lottery winners dreams; a luxury car, a jacuzzi in a beautiful landscape and the having the means to enjoy a skiing holiday. These scenes are juxtaposed with absurd musings on random topics. It is only when the consumer reads the tagline "What would you think about when you wouldn't have to think about money?" that the message is finally communicated.

Creating an ad for a lottery can be remarkably easy, the product you're attempting to sell is entirely desirable and there will always be a demographic who will continue to play each week in attempt to realise their aspirations. However, the tagline appeals to those who may not currently play, offering the viewer a life free from the worries associated with money. Ray Oranges created the artwork for this campaign and I feel the clean lines of his design allows the user to easily imagine what situation they would like to be placed in given they won the prize.

Crest "As Nature Intended"

In this print campaign, Crest is attempting to convey their teeth whitening strips as a natural product. The use of the strapline "As nature intended" encourages the belief that Crest strips remove unnatural build ups/colours and return the consumers teeth to their natural state. The campaign consists of three print ads created by New York agency Publicis Kaplan Thaler.

Each ad features some form of human alteration to an environment, a factory billowing out smoke, oil in water and a girl with a tattooed back. Personally, I feel that the campaigns strongest image is of the girl with the tattoos. This ad truly expresses that Crest creates a product that removes stains and it the easiest image in which to identify where the strip has been removed. While the factory scene also communicates the brand message, the image of the oil in water is not as strong. Crest may be better off choosing just the image of the tattooed girl to run this campaign with, as it is the clearest and most resonating of the collection. 

Follihair Anchor

Even though I often feature advertisements that are very colourful/busy, there is no denying that my favourite campaigns generally use a lot of negative or white space. This ad, for hair re-growth and maintenance drug Follihair, really stood out to me for its simplicity. No strapline, one image. Great advertising should be able to draw a consumer in and demonstrate the products attributes, which this ad clearly does. With the imagery of the hair follicle connected to an anchor, there is no need for any text. The message has been clearly conveyed.

The campaign was created by McCann Healthcare in Mumbai, India and will run as a print ad in multiple countries. Another positive of not including any text, no translations required! 

Audible " Romance, Sci Fi and Fantasy"

Quick post to highlight these lovely simple, colourful ads by Taxi for Audible.com. Highlight what the company does without the need for a lot of text. Great pull as well in the free audiobook tagline by the website address.

Mercy Academy "Life's not a Fairytale"

Really like this print campaign created for Mercy Academy, a Kentucky based all girls preparatory school, by Doe Anderson. The campaign encourages young women to step away from children's fairy tales and acknowledge the fact that they will have to strike to achieve their dreams, and that they do not need a "prince" to do so. The campaign quickly became viral fodder, and was even covered on the American Today Show.

The copy is jarring, and maybe a little harsh, but undoubtedly refreshing and presenting a clear message to future attendees of the school. It has undoubtedly been a positive move, both on the part of the Mercy Academy and Doe Anderson. 

Volkswagen Golf "Under Milkwood"

Looking back on a seminal ad from Volkswagen today. Created for the Gold brand, the campaign, entitled "Night Driving" attempted to recreate the feeling of taking to the road at night and feeling like the only person in the world. Executed with a series of television, print and outdoor advertisements in 2007, the television spot features Richard Burton distinctive voice reading Dylan Thomas' "Under Milkwood". Directed by Noam Burro and produced by DDB London, the ad was followed by a direct marketing campaign 2 months after the campaign began to air.

The ad features a Volkswagen Gold being driven around deserted Los Angele's streets. I think what makes this ad truly remarkable is the soundtrack. The quiet background music does not detract from the poetry, and combined with the imagery, it feels like a massive departure that we see in standard car advertising. It was a very effective campaign to boot, with the Gold achieving its best sales year to date in 2007.