# Self-Suck-Up Ads The Capital Magazine Campaign States 'Be Your Own Boss' By Meghan Young | Published 2013-04-15 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/capital-magazine-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/04/capital-business-man-business-woman/) & [graffiti.bbdo.ro](http://graffiti.bbdo.ro/) 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](https://www.trendhunter.com/trends/nobody-reads-ads) 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](https://www.trendhunter.com/trends/windows-of-selfcare). ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 41% | Activity: 42% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What Makes This Trend Stand Out - **Self-employment Trend:** Encouraging people to become their own boss through unconventional advertising that promotes entrepreneurship. - **Unconventional Advertising Trend:** Using provocative and humorous campaigns to communicate a message in a unique way. - **Artistic Illustration Trend:** Incorporating artistic illustrations into advertising campaigns to stand out from competitors. ### Sectors Adopting This - **Advertising Industry:** Opportunity for ad agencies to take an unconventional approach to create memorable and effective campaigns for their clients. - **Entrepreneurship Industry:** Opportunity for companies and organizations to promote the benefits of self-employment and entrepreneurship to individuals. - **Illustration Industry:** Opportunity for artists and illustrators to collaborate with ad agencies in creating unique and striking visuals to convey a message. ## Related on Trend Hunter - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Cheeky Infant Formula Campaigns](https://www.trendhunter.com/trends/good-start.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [Surreal Car Care Campaigns](https://www.trendhunter.com/trends/you-are-how-you-car.md) - [Witty Advertising Campaigns](https://www.trendhunter.com/trends/self-referential-marketing.md) - [Ultra-Chic Paint Campaigns](https://www.trendhunter.com/trends/lick-the-one-campaign.md)