# Oxymoron Fashion Ads Sizzling Sun Campaign For Iceberg Spring/Summer 2009 By Ayman | Published 2009-01-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/iceberg-spring-summer-2009-steve-gold-campaign References: [fashiontography.blogspot](http://fashiontography.blogspot.com/2009/01/iceberg-steve-gold-amber-valletta-2009.html) & [theessentialist.blogspot](http://theessentialist.blogspot.com/2009/01/iceberg-2009-ss-ad-hot.html) The new Spring/Summer 2009 ad campaign for [Iceberg](https://www.trendhunter.com/trends/iceberg-vodka) goes for a sizzling sun theme that defies the name of the brand. Models Steve Gold and Amber Valletta, wearing lots of lotion, hopefully to protect themselves from [skin cancer](https://www.trendhunter.com/trends/vaseline-x-the-white-lotus), were captured by the prolific duo of Mert Alas & Marcus Piggott. Sun is undeniably the predominant theme of the spring 2009 fashion ad campaigns, as you can see by the trends below. **Implications** - The Iceberg Spring/Summer 2009 ad campaign really does use the sun to create some very unique lighting arrangements. The model's body almost seems to be radiating with luminosity. Have a look for yourself at this incredible ad campaign and see how it makes you feel. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 38% | Activity: 29% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: 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 ### Why This Trend Is Growing - **Sun-drenched Fashion:** Opportunity to incorporate unique lighting techniques and create a summer-inspired fashion line - **Skin Cancer Awareness Marketing:** Opportunity to raise awareness about sun protection through advertising campaigns and partnerships with skincare brands - **Sultry Advertising:** Opportunity to push boundaries and create bold, attention-grabbing ads that challenge traditional norms ### Industries Being Reshaped - **Fashion:** Incorporating unique lighting techniques and summer-inspired designs into fashion products - **Skincare:** Partnering with fashion brands to promote sun protection and create new products focused on skin health - **Advertising:** Encouraging brands to take risks and push boundaries by creating bold, innovative ad campaigns that challenge traditional norms ## Related on Trend Hunter - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Versatile Summer-Ready Fashion](https://www.trendhunter.com/trends/marmot-1.md) - [Collaborative Summer Protective Fashion](https://www.trendhunter.com/trends/beams-and-speedo.md) - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md)