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The Robert Kalinkin SS13 ad campaign may revolve around the ‘Oh Jesuses’ of common exclamations, but it has been executed as a double entendre of sorts. Coupled with images of models made up to look like Jesus and Mother Mary, the phrases take on new meaning other than simply bursting out about the amazing clothes being showcased. For instance, “Mother of God, what a dress,” can be read as a proclamation as well as an address to the model herself.
Conceived by Vilnius, Lithuania-based ad agency AD McCann Erickson, Robert Kalinkin SS13 ad campaign essentially pokes fun at everyday expressions while creating subtly controversial imagery for the brand itself. It was shot by photographer Reda Mickeviciute.