A short message from Superette and DDB NZ
February 25 2011, 5:35 am | | 17 Comments
With both men and women now wearing their shorts at breathtaking heights, fashion chain Superette was presented with a unique opportunity to draw attention to their sale on short shorts.
DDB Auckland placed ads on the virgin thighs that are exposed in this latest trend, by putting indented plates across the inner city and fashion district bus stops, mall seats and park benches, so that when people sat down the message was imprinted on their thighs.
17 Comments
Sure you did. Scambient is dead fellas. Move along, nothing to see here.
Now that’s what i call branding.
So effective! (Not.)
This is really starting to take the piss – scammiest thing I’ve seen in a long time.
Really nice thought, but who can read that.
DDB’s head is so far up its arse that at least they can read the copy imprinted on the back of the thighs.
“…by putting indented plates across the inner city and fashion district bus stops, mall seats and park benches.”
So not just the one park bench then. Must be legit.
Wow, how important.
Scammy? Sure. But still relevant and a really nice use of the medium.
This takes scam to a new low!
Is that the St Kilda scandal girl on the bench? Wow she does get around!
Ok, let’s for one minute imagine that they actually did this. Here’s the issues:
1. Anyone not wearing short skirts gets branded ( well not really, see 2) with a message that has no relevance.
2. You’d have to sit perfectly aligned, randomly, on one of the sections of seat to get the message legible – it would never happen.
3. Even if you did 2, you’ve just been vandalised with unwanted ink, either on your clothes or your flesh. How do you feel about the brand that did this? I imagine you’d even have legal recourse against the perpetrators if you wanted to take it further.
4. The ink would dry on the seat pretty rapidly, meaning, again, this wouldn’t work.
I think you get the picture. Look I want to win awards as much as the next guy but stuff as poorly thought through, and as obviously scammy as this, are disgraceful. Why isn’t the agency hung, drawn and quartered? Unfortunately most of us know why – because every agency has been as guilty as these guys in the past at doing scam, albeit not so blatant.
I look forward to the illiterate rabble’s inane responses.
Mr Practical, I agree with you in principle, however with regards to your points 3 & 4 (and in DDB’s defence, I suppose) it doesn’t look like any ink was used here.
It seems that the raised lettering was enough to leave an impression on the legs. So at least that’s more temporary and less invasive. Using ink would’ve been a deal breaker for this concept, I reckon,
I’ve said it before and I’ll say it again;
there’s no more dangerous place in the world than the streets of new zealand the night before award entries close. Desperate creatives – stencils, garbage bags, chalk [and ink] in hand, fighting over the last drain, lamp-post, the last square metre of footpath – to ply their ambient skills. They’re everywhere. Dare smudge a single letter of their chalk ambient genius before its been shot and entered and you could end up a dead man.
Stay away I tell you, STAY AWAY!!!!
Droga did it. Premutico did it. We hail these guys now because they’re geniuses. They all got their start somewhere and that was from killing themselves trying to do great original work. And guess what, they did win and kept that same work ethic. You’re either in this game because you love ads. Don’t let that ever leave you.
I bet this comes from some small time junior creatives. But do you know what, it’s a corker of an idea. And yes, raised lettering Mr.Practical. They Indent into their skin and then wears off. Much like when you take off your boxers and you get the mark of the band indenting into your skin, right at that moment when you start jerking off at the sight of yourself in the mirror. Your so hot right now aren’t you. I bet you just want to run to the bathroom now and give your amazing critical thinking self another good hand slam. Go fella. Get into it.
I bet these hungry young Turks will go far. It’s bloody lateral and an interesting thought process to go through. You definitely can’t take that way from them. Go kids. Don’t listen to these now old uptight ning-nongs. You probably won’t win anything but hey, you’re always thinking and more importantly trying. Just stop when you start winning the legit stuff. Be brilliant. Otherwise you’ll end up with a shit book full of crappy ideas that lead to dead end jobs.
I’ll take a note of your names now. You’re on my watch list.
To the haters, It’s a bit of fun. remember fun? Let the kids play.
11:03
YES.
Thanks Mr Clarity, that makes it even more ridiculous. So they expect people to stay perfectly still whilst raised metal letters jab into them? Oh dear.
6.24pm
“Droga did it. Premutico did it. We hail these guys now because they’re geniuses.”
I never heard such sycophantic drivel in all my life. Who hails them? Who thinks they’re geniuses? Jesus it’s advertising buddy, we’re not creating works of art. It’s scary how myopic your world is.