Rockstar

'The L Word' Guerrilla Ads

By: Ayman - Published: • References: sho & adsoftheworld
The lesbian-themed TV show, The L Word, turned to ad agency Leo Burnett, Ireland to promote the show on channel six. The target demographic was females between 18-49 years old.

Leo Burnett came up with a creative campaign that catches these females off-guard in clothing stores. Double sided stickers of a pink lipstick smudge were printed on cotton and placed on the collars of blouses.

However, instead of the typically male “got caught” phrase, the reverse side says “It’s a girl on girl thing” with the TV show’s logo and the show’s air date and time. Stats for Lesbian Lipstick Smudges Trending: Older & Mild
Traction: 8,443 clicks in 324 w
Interest: 4 minutes
Concept: Lesbian Lipstick Smudges
Related: 73 examples / 56 photos
Segment: Females, 18-55
Comparison Set: 27 similar articles, including: glamorous grunge editorials, 23 creatively hidden and surprising ads, and suave spanish editorials.