Sexy Camera is a new erotic candid camera TV show on air on March 2008 on FX channel in Italy. To promote the show, AM-NEWTON21 ad agency, Italy came up with this creative guerrilla campaign that reaches the target male audience in their public toilets at pubs and gyms.

The campaign uses soap dispensers to play directly into the show’s erotic spirit, making the guys reach their hand under the skirt of a sexy girl.

The playful act is achieved by covering the face of the dispenser with a sticker showing a sexy girl on which a skirt is attached. The tag line of the campaign is “Enjoy the show.”

Art direction by Andrea Savelloni; creative direction by Gabriella Ambrosio and Luca Maoloni; copywriting by Stefano Battistelli.