No more nudes in Playboy magazine, but Wieden + Kennedy, Portland ensures you can’t Dodge the headlights; Aussie expats Nick Morrissey and Justine Armour co-create cheeky double-gatefold
Wieden + Kennedy, Portland has created a cheeky double-gatefold ad for Dodge in the March issue of the US edition of Playboy, the first issue where nudity is no longer a feature of the iconic magazine.
The ad was created by Aussie expat Nick Morrissey together with American art director Robert Kendall, under the co-creative direction of Aussie expat Justine Armour and former Mojo Sydney ECD Micah Walker, an American who also previously worked at Leo Burnett Sydney.
W+K’s double-gatefold ad is placed just inside the front cover, believed to be the first domestic auto ads to appear in Playboy magazine for 25 years.
As a bonus, the number of newsstands carrying the magazine has jumped now that it is no longer classified as soft porn. Around 1,200 more newsstands are selling the toned-down issue.
14 Comments
Sadly, this will probably pick up in the print category around the world at award shows.
Sadly not because it’s scam, just because the bar is so much lower these days.
Sad.
Just curious, why do things like this get a press release? It’s just a print campaign. There’s nothing especially notable about it. Is it simply because it was done by “Aussie expats”?
@Hmm
I actually think there is something notable about it.
I don’t think I’ve ever seen this technique before, and it’s very timely.
Has this been done before? If so, back to the award annuals for me.
Much more mundane, meaningless and lifeless stuff than this gets promoted here everyday. Even though it’s “just a print campaign (?????)” I think it is certainly worthy of some note.
Yes it was done by Aussie expats. It’s also smart and timely and therefore notable. When was the last time you saw a decent print campaign? Where the team have obviously sat down and thought ‘yeah they changed the rules, let’s twist them.’ Then executed it nicely. I really like this.
Call me old-fashioned but I like the naked female form and am vehemently opposed to censorship and political correctness. But if you’re going to substitute tits and arse with a car, the mid sixties Mercedes Benz W113 (pagoda roof) is a far better choice. I always suspected the headlights were proportionally large for a fairly obvious if subliminal reason.
Compared to most of the crap that gets PRd on here these are bloody amazing.
I love these ads. Great IDEA and Art Direction.
That’s the Spirit
New ?
I’m pretty sure you could find this execution in a 1970s car magazine if you looked hard enough.
These are awesome. So they should win for print.
as opposed to:
Just a digital campaign?
Just a content campaign?
Just a social campaign.
I agree. There’s no substitute for the true female form. It’s what everyone from Coke to Ferrari has eluded to and tried to emulate since the beginning. It’s beautiful, sexy, and without being disgusting, gives half the population a reason to live.
@Old Seedy or CD Guy.
it’s ‘alluded’, Champ ‘alluded’.
Or has your intentional slip eluded me?
Nice. An idea.
Good.