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Short shorts at Superette

Agency: 
Published/Aired: 
February 2011
Description: 

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 ads were placed 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. This meant that as well as having branded seats, a veritable army of free media was created for Superette, with thousands of imprints being created and lasting up to an hour. Plus, by the nature of where the ads were placed, only the hippest young cats were seen advocating the brand.

Advertising Agency: DDB, Auckland, New Zealand
Executive Creative Director: Toby Talbot
Creative Director: Regan Grafton
Creatives: Damian Galvin, Rory Mckechnie
Account Director: Jenny Travers
Project Manager: Andy Robilliard

Comments (28)

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Highest Rated

midy's picture
midy
Activity Score 3

I do think it's efficient, it send the right message to the right people, it really does. The idea is brilliant, it would definitely get my if I was the type that wears shorts. Brilliant work!

AdBuzzer's picture
AdBuzzer
Activity Score 1174

Innovative ambient idea, but frankly I doubt it works as a medium. Probably it will bring some extra WOM for the brand in the advertising circles.
BTW, do men in New Zealand also wear their shorts at such "breathtaking heights"??

morse's picture
morse
Activity Score 17364

It only works if the girls sit long enough to make such an impression. But I can see them doing it for the fun of it.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

ivan's picture
ivan
Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

lol,that needs to be a category in the "media" drop down menu above

tack one's picture
tack one
Activity Score 16

yah, it's a fun idea but mostly a wank as a real advertising initiative.

kleenex's picture
kleenex
Activity Score 43371

Junk!!!

jagadeesh's picture
jagadeesh
Activity Score 743

i think we have to look very closely to notice that and no one likes to grab such attention...

scamhandler's picture
scamhandler
Activity Score 84

Awesome idea but the biggest scam ever, thousands of imprints? more like just the one from the picture (and I'm assuming that had some photoshop involved).

luispiter's picture
luispiter
Activity Score 2756

jajaja its funny.. and new media

chapelier's picture
chapelier
Activity Score 154

As tack one said, surely it's more a bit of fun than real advertising... and personally I absolutely hate grass/chair/whatever marks i get when i wear shorts, and having an ad imprinted on the back of my thighs definitely won't look that good.

keeping the right side of your head warm. http://thethinkingtoque.blogspot.com

livvy's picture
livvy
Activity Score 84

Yeah, it reminds me of pigs getting stamped before being brought into the slaughter house lol

Keeping the right side of your head warm.

http://thethinkingtoque.blogspot.com/

kholm's picture
kholm
Activity Score 69

Probably not effective, yet I still love it.

MMDPS's picture
MMDPS
Activity Score 34

Funny; however I feel like the general public won't like the idea of being the actual physical medium for an ad.

Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651

hey...he...... Funny & brilliant ambient idea......

Lazarus's picture
Lazarus
Activity Score 1536

Can someone hand them a box of tissues?

thedesignaddict's picture
thedesignaddict
Activity Score 5403

Rubbish.

theanc's picture
theanc
Activity Score 2783

Man, you can't see it on her legs. It's too subtle.

atb2005's picture
atb2005
Activity Score 13561

Rubbish indeed.

elyoshiro's picture
elyoshiro
Activity Score 546

Demasiada forzada la idea, se tienen que alinear los astros para que funcione.

saravoisietequi's picture
saravoisietequi
Activity Score 48

Impressive, really impressive.

Glut's picture
Glut
Activity Score 3937

Only fun not advertising. Next

bi_sign's picture
bi_sign
Activity Score 262

So cute

loraks's picture
loraks
Activity Score 28

new wnd interesting but don't think will be effective

bakamono's picture
bakamono
Activity Score 1002

People jump on the "new" so fast even if it is crap in very pure form.

because therefore it is

SF's picture
SF
Activity Score 126

oh god ! i doubt this would actually work unless your sitting there for ages or heavy.

Jenifer's picture
Jenifer
Activity Score 10

it's fun but not efficient advertisement

Cedars's picture
Cedars
Activity Score 77

Beauty! Siberian winter lasts nine months - and as I would like to look at such media advertising :D

Advertising in Siberia via www.Market-Studio.com

midy's picture
midy
Activity Score 3

I do think it's efficient, it send the right message to the right people, it really does. The idea is brilliant, it would definitely get my if I was the type that wears shorts. Brilliant work!

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