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Short shorts at Superette

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

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.

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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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"??

AdBuzzer
Activity Score 1174
Marketing Manager |

http://adbuzzer.wordpress.com

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.

morse
Activity Score 18087
Art Director |

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

ivan's picture
ivan
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 1630
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

Junk!!!

kleenex
Activity Score 53160
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...

jagadeesh
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).

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

jajaja its funny.. and new media

luispiter
Activity Score 2756
comunication
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.

chapelier
Activity Score 154

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

livvy's picture

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

livvy
Activity Score 84
Marketing Manager at McGill University |

Keeping the right side of your head warm.

http://thethinkingtoque.blogspot.com/

kholm's picture

Probably not effective, yet I still love it.

kholm
Activity Score 69
Freelance Consulting |

http://kholm.posterous.com/

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.

MMDPS
Activity Score 34
Prasad Weerasekara's picture

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

Prasad Weerasekara
Activity Score 655
Lazarus's picture

Can someone hand them a box of tissues?

Lazarus
Activity Score 1536
Creative Director
thedesignaddict's picture

Rubbish.

thedesignaddict
Activity Score 5403
Art Director at Freelance
theanc's picture

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

theanc
Activity Score 2783
Art Director at NBS / Dentsu Aegis Network |

http://www.augustocorreia.com.br

atb2005's picture

Rubbish indeed.

atb2005
Activity Score 13557
elyoshiro's picture

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

elyoshiro
Activity Score 546
Creative Director at Dir. Creativo Digital |

www.yoshirosans.blogspot.com

saravoisietequi's picture

Impressive, really impressive.

saravoisietequi
Activity Score 48
Copywriter
Glut's picture

Only fun not advertising. Next

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

So cute

bi_sign
Activity Score 262
Art Director
loraks's picture

new wnd interesting but don't think will be effective

loraks
Activity Score 28
Copywriter
bakamono's picture

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

bakamono
Activity Score 1002

because therefore it is

SF's picture

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

SF
Activity Score 126
Art Director
Jenifer's picture

it's fun but not efficient advertisement

Jenifer
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

Cedars
Activity Score 77
Administrative at Market-Studio.com |

Advertising in Siberia via www.Market-Studio.com

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!

midy
Activity Score 3
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