It's all about the product placement in this extremely funny and naughty Tom of Finland Perfume campaign.
Created by the twisted minds at Ogilvy ad agency in Paris, the campaign attached images of "manly men" to protruding public fixtures such as water pipes and bicycle racks.
The result of the creative placement are eye-popping, head scratching ads that cost next to nothing! Even the print ad follows the same formula by strategically placing the bottle's long cap in front of the stud on the bottle.
The perfume is made by Etat Libre d'Orange in honor of Tom of Finland, a gay comic and erotica artist whose black and white drawings are used in the ads.
The creator of the perfume, Antoine Lie, describes the fragrance as ,"A guy coming out of a shower. He's clean, but not fragranced. And he puts on leather pants."
Public Fixtures Made Phallic
Tom of Finland's Suggestive Perfume Campaign
Trend Themes
1. Product Placement Advertising - The use of creative and unconventional product placement in advertising campaigns, such as attaching images to public fixtures, presents disruptive innovation opportunities for brands to generate buzz and engage audiences in unique ways.
2. Provocative Marketing - The use of provocative and controversial themes, like Tom of Finland's suggestive perfume campaign, creates disruptive innovation opportunities for brands to push boundaries, spark conversations, and differentiate themselves from competitors.
3. Inclusive Advertising - The incorporation of LGBTQ+ themes and representation in advertising, as seen in the Tom of Finland perfume campaign, presents disruptive innovation opportunities for brands to connect with diverse consumers and foster inclusivity in their marketing strategies.
Industry Implications
1. Advertising - The advertising industry can leverage the trend of product placement advertising to create disruptive innovation opportunities for clients by using unique and attention-grabbing strategies.
2. Fashion - The fashion industry can explore the trend of provocative marketing to create disruptive innovation opportunities by challenging traditional norms, inspiring self-expression, and appealing to niche markets.
3. Fragrance - The fragrance industry can embrace the trend of inclusive advertising to create disruptive innovation opportunities by promoting diversity, inclusivity, and representation in their marketing campaigns.