American Apparel clearly answers the question we asked in our recent 50 naughty ads that cross the line cluster. Yes, the excessive use of skin and sex in advertising will go on in 2009. In fact, by the look of things, advertisers might not only push the envelope, they might just tear the whole thing to pieces.
Having landed quite a few spots in that cluster, American Apparel tries to stay on the forefront of sleazy advertising with two new ads that are being exclusively displayed at Debauchette and Last Night Party.
The ad at Debauchette does not really break any new grounds. It uses adult film star Charlotte Stokely as a model, illustrating how much fun it is to play with the zipper in the American Apparel Zipper-Front Bodysuit.
The ad displayed at Last Night Party, however, tries to push things a bit too far by showing a model ‘loving herself’ with the help of a Hitachi Magic Wand Massager, which is sold at American Apparel.
But before you start your outcries of sexism (I do not think the ads are sexist, they are merely sleazy), you have to know that the creative direction and photography of both ads is by Kyung Chung--a female.
Key Themes Behind This Trend
- Sexual Advertising
- Opportunities for creating sexually-themed ads that push the envelope even further.
- Controversial Marketing
- Opportunities for marketing campaigns that generate buzz through controversial and provocative ads.
- Gendered Advertising
- Opportunities for gendered ads that challenge traditional expectations and stereotypes.
Where This Applies
- Fashion
- Opportunities for fashion retailers to use sexually provocative ads to make a statement.
- Media and Entertainment
- Opportunities for media and entertainment companies to use controversial and daring ads to promote their brand.
- Sex Toy Industry
- Opportunities for sex toy companies to partner with fashion and entertainment brands to promote their products.
