# Cross-Dressing Adverts The Leo Burnett 'Art Directors Club Ukraine' Campaign Bends Gender Lines By Armida Ascano | Published 2010-11-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/art-directors-club-ukraine References: [adsoftheworld](http://adsoftheworld.com/taxonomy/brand/art_directors_club) & [adcglobal.org](http://www.adcglobal.org/register/user/) This campaign by Leo Burnett for the 'Art Directors Club Ukraine' boasts a simple concept paired with a fascinating execution. This [series of print ads](https://www.trendhunter.com/trends/mwcurated) features infamous [art directors in drag](https://www.trendhunter.com/trends/songs-of-siren), with the tagline "Sorry, we are not your mother. So think twice about submitting to ADC*[UA](https://www.trendhunter.com/trends/we-are-football)." The listless looks on these male art directors' faces add an edge of badassery that the campaign is all about. The concept follows the fact that the 'Art Directors Club Ukraine' will not love everything you do, as most mothers would. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 76% | Activity: 42% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Gender-bending Advertising:** Exploring the trend of using cross-dressing in advertising campaigns to challenge traditional gender norms and create impactful messages. - **Subverting Expectations in Advertising:** The trend of using unexpected and unconventional imagery in advertisements to grab attention and provoke thought. - **Embracing Edgy Concepts in Marketing:** The trend of utilizing bold and rebellious ideas in marketing campaigns to stand out and attract a younger, more diverse audience. ### Who This Affects Most - **Advertising and Marketing:** Opportunity for advertising agencies and marketing firms to push boundaries and experiment with unconventional concepts to create memorable campaigns. - **Gender Equality Advocacy:** Opportunity for organizations focused on gender equality and social justice to collaborate with brands and use cross-dressing advertising as a means to challenge societal norms and promote inclusivity. - **Fashion and Beauty:** Opportunity for fashion and beauty brands to embrace and promote non-traditional gender representations and diversify their campaigns to resonate with a wider audience. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Disruptive Hairstyling Campaigns](https://www.trendhunter.com/trends/the-lab-of-life.md)