Censorship as Direction - Beate Uhse Ads

We always complain about the overuse of sexuality and scantly clad women in advertising. But once in a while, an ad comes that reminds us it’s not what you’re using, it’s how you use and deploy it that matters.

Take these German Beate Uhse billboards for example. Having topless females is nothing new and is actually quite tasteless most of the time. However, the ad creatively uses censorship blocks that are supposed to cover the breasts as arrows that give direction to the where the shop is located.

The cool August 2008 campaign is done by Cayenne, Düsseldorf, Germany, with creative directors: Andreas Ruthemann & Marco Obermann; art director Andreas Ruthemann; and Copywriter Marco Obermann.