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Vandalized Billboard Branding

The Chill 'Les Man' Campaign Puts Hair on Your Chest

— July 5, 2011 — Marketing
According to most fashion advertising, bare chests are in style, but the Chill 'Les Man' campaign laughs at this standard while serving up a more mocho product than perfume.

The Marketforce advertising agency of Perth, Australia, came up with the idea to post billboards for a fictitious product, a men's fragrance called 'Les Man.' The model in the image has slicked back hair and a completely clean-shaven appearance that the marketers have categorized as too feminine a look.

To offer a stark contrast, the Chill 'Les Man' campaign outdoor ads were later graffitied intentionally to give the guy's waxed skin a dark hairy coat. In conjunction, the cologne bottle has been pasted over with a carton of Chill Flavoured Milk, and "Les Man" was crossed out and replaced with "Man Up."
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