This pocketbook with bikini tan lines is an ingenious print ad for Debolsillo Publishers (a subsidiary of Random House). The inconspicuous little label on the swimsuit modestly says, "This summer, read a book."
It's an extremely creative and concise way of creating a provocative tone without actually having a single woman photographed.
Ad agency Bassat Ogilvy of Barcelona proves with this ad that reading can be sexy, especially in the sun.
Implications - This is an extremely creative way to encourage people to pick up novels instead of their laptops. Unfortunately, technology has had harsh realities for print, and consumers are now opting for electronic books. Perhaps innovations like this will shift their interest.
Provocative Bookselling
Debolsillo Bikini Ad Campaign
Trend Themes
1. Sexy Book Advertising - Provocative and creative book advertising campaigns could entice more people to pick up physical books instead of electronic versions.
2. Non-traditional Advertising - Inconspicuous advertising techniques like the Debolsillo bikini ad campaign could provide unique and memorable promotional opportunities.
3. Print Vs Digital Reading - As technology continues to dominate, inventive advertising campaigns like this could help to shift consumer interest back to physical books.
Industry Implications
1. Book Publishing - Innovative advertising strategies like the Debolsillo bikini ad campaign could benefit book publishers looking to drive sales.
2. Advertising - Non-traditional advertising campaigns such as this are poised to disrupt the traditional advertising industry.
3. Fashion - The fashion industry could take inspiration from the Debolsillo bikini ad campaign in creating tongue-in-cheek and provocative advertising techniques.