Agency Network: 
December 2010
SKY:  Pants
SKY Direct Ad -  Pants


Objective: Primafila Hot Club is the Sub-Brand of Sky Primafila, the Pay-Per-View service of Sky Italia satellite platform. dedicated to broadcasts adult movies and programs. In December 2010, first in the Country. Hot Club launched the 3D technology for adult progamming: the need was, first of all, to raise awareness over their brand new 3D programming and then to push sales of 3D PPV programs.

Target audience: Primafila Hot Club top clients: men 18/60. Concept: only Primafila Hot Club 3D programs allow the viewerto live realistic emotions never felt before, making him almost become part of the show. We created a DM that shows the potential of 3D technology in the most effective possible way. How? By focusing on the effects. An outer envelope was needed for privacy-related reasons. Inside, an envelope portraying male underwear made of real fabric contains the leaflet with all the info rolled up to create thickness where most needed.

Results: visits on the specific section of the website were up bw/16.4% compared to previous weeks. Sales of 3D programs increased by2,7% compared to previous weeks. The DM reached the target about two weeks after the launch.

Direct advertisement created by Y&R, Italy for SKY, within the category: Media.

Advertising Agency: Wunderman/Y&R Brands, Milan, Italy
Executive Creative Director: Vicky Gitto
Creative Directors: Toon Coenen, Matteo Righi
Art director: Marco Tironi
Copywriter: Filippo Rizzo
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gadgets's picture

Effective. Good idea! 9/10

Activity Score 1063
MarioLuigi Bros's picture


MarioLuigi Bros
Activity Score 203
kleenex's picture

not that great,

Activity Score 58777
Web Designer/Developer
Boxey's picture

Your target is men, and you want them to unroll some dude's package? No thanks.

Activity Score 8875
Melaleuca In-House
CuriousPencil's picture

What Boxey said. Straight men watch women.

Activity Score 4199
AdBuzzer's picture

perhaps we don't know everything about the target group of this DM...

Activity Score 1172
Marketing Manager |

yoono's picture

i don't get it where and how to use.

Activity Score 115
Art Director at ADRICH
Nike Diesel's picture

Disgusting. Add what Boxey and Pencil said.

Nike Diesel
Activity Score 13708
Art Director
phillsucks's picture


Activity Score 131
Art Director at Duelo
Ceballos's picture

Smells like italian advertising.

Activity Score 623
gioborde's picture

Really??, kmon, this is way off target!! "Ad another dimension to your nights" and show me a big boner?...hmmm. I, the target, straight man, 18/60 yrs, would not want to dig in there..nope, maybe my gay roomate would like it...but then again, he´s not the target

Activity Score 1385
Art Director at LEO BURNETT |


purshotham's picture

For this DM TA should be gay...

Activity Score 457
ace85le's picture

Hahaaahah I like this!!!

Activity Score 3935
Marketing Manager |


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

bodkin's picture

HAHAHA i really like this ad, however I'm a girl, so for the idea i would rate it for being related to TA its pretty poor even though its the 'effect' they are trying to show. I don't think a guy would even open the envelope.

perhaps they could have some how made it nipples or something instead

Activity Score 12
Curtin University
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