The Playboy 'More Than Just a Centerfold' Campaign Promotes Smart Articles

By: Meghan Young - Published: Mar 20, 2012 • References: yr & ibelieveinadv
It may be hard to reconcile sometimes, but it is becoming more and more apparent that the tag line of the Playboy 'More Than Just a Centerfold' campaign is true. Yes, the main draw of the iconic Playboy magazine is its nude imagery, but there is more meat to this publication than that found on the big boobs of Hugh Hefner’s choice models.

Created by South Africa-based ad agency Y&R, the Playboy More Than Just a Centerfold campaign is comprised of tasteful shots of nearly naked women who have been strategically covered up by articles in the magazine. These articles revolve around subject matter such as deforestation and Silicon Valley.

The Playboy More Than Just a Centerfold was art directed by Alexi Mccarthy and Graham Lang. Stats for Intellectual Adult Mags Trending: Older & Warm
Research: 2,560 clicks in 218 w
Interest: 1.3 minutes
Concept: Intellectual Adult Mags
Related: 47 examples / 36 photos
Segment: Females, 18-55
Comparison Set: 17 similar articles, including: cattle-cut art ads, shady hitchhiker ads, and geographical alcohol ads.