Short shorts at Superette

Agency Network: 
February 2011
Superette:  Short shorts at Superette
Superette Ambient Ad -  Short shorts at Superette


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.

Ambient advertisement created by DDB, New Zealand for Superette, within the category: Fashion.

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
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Highest Rated

midy's picture

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!

Activity Score 3
AdBuzzer's picture

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"??

Activity Score 1172
Marketing Manager |

morse's picture

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.

Activity Score 18159
Art Director |

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

ivan's picture
Creative Director at Ads of the World
Ron Burgundy's picture

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

Ron Burgundy
Activity Score 1626
Art Director at Southern California
tack one's picture

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

tack one
Activity Score 16
kleenex's picture


Activity Score 58777
Web Designer/Developer
jagadeesh's picture

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

Activity Score 743
scamhandler's picture

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).

Activity Score 84
Art Director at DraftFCB Auckland New Zealand
luispiter's picture

jajaja its funny.. and new media

Activity Score 2756
chapelier's picture

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.

Activity Score 154

keeping the right side of your head warm.

livvy's picture

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

Activity Score 84
Marketing Manager at McGill University |

Keeping the right side of your head warm.

kholm's picture

Probably not effective, yet I still love it.

Activity Score 69
Freelance Consulting |

MMDPS's picture

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

Activity Score 34
Prasad Weerasekara's picture

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

Prasad Weerasekara
Activity Score 657
Lazarus's picture

Can someone hand them a box of tissues?

Activity Score 1537
Creative Director
theanc's picture

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

Activity Score 2784
Art Director at Grey Brazil |

atb2005's picture

Rubbish indeed.

Activity Score 13547
elyoshiro's picture

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

Activity Score 546
Creative Director at Dir. Creativo Digital |

saravoisietequi's picture

Impressive, really impressive.

Activity Score 48
Glut's picture

Only fun not advertising. Next

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
bi_sign's picture

So cute

Activity Score 262
Art Director
loraks's picture

new wnd interesting but don't think will be effective

Activity Score 28
bakamono's picture

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

Activity Score 998

because therefore it is

SF's picture

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

Activity Score 126
Art Director
Jenifer's picture

it's fun but not efficient advertisement

Activity Score 10
Producer/Director at Professional Image Co., Ltd (Pro-I studio)
Cedars's picture

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

Activity Score 77
Administrative at |

Advertising in Siberia via

midy's picture

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!

Activity Score 3
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