The Capital magazine campaign isn't promoting some strange and physically impossible sexual fetish. Instead, it encourages people to kiss their own butts instead of others. It reads, "Become your own boss." An admirable message, the financial and economic weekly helps to show people why that is beneficial aside from all of the self-sucking up they get to engage in.
Conceived and executed by Graffiti BBDO, an ad agency based in Bucharest, Romania, the Capital magazine campaign was art directed and illustrated by BobTtoma with creative direction by Alex Strimbeanu, who also wrote the copy. It is interesting to note that the back-bending pose is mimicked throughout the scenes to further drive home the point about entrepreneurship.