# TV Screens under Arm Pits Right Guard Pitvertising By mediterranean | Published 2008-07-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pitvertising References: [ananova](http://www.ananova.com/news/story/sm_2931476.html?menu=news.quirkies) Welcome to pitvertising: advertising under your arm pits! [Deodorant manufacturer](https://www.trendhunter.com/trends/dove-mencare-deodorant) Right Guard has come up with this creative [advertising technique](https://www.trendhunter.com/trends/outdoor-advertising-campaign), making it the world's first ever pitvertisement campaign. Right Guard thinks its, "The ideal way to market its products." So how does it work? Right Guard unleashed a team of 'Pitvertisers' that were equipped with shirts and jackets that have [digital TV screens](https://www.trendhunter.com/trends/ninja-gaiden-4) built right into the armpits. The 'Pitvertisers' were sent out into the streets of London to test the idea out. I think it's perfect for trains and buses. But the poor 'pitvertiser' has to keep his arm up at all times... ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 27% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What Makes This Trend Stand Out - **Pitvertisements:** The rise of pitvertisements presents an opportunity for brands to explore unconventional advertising spaces and capture consumer attention in unexpected ways. - **Wearable Advertising:** The integration of technology into everyday wearables like shirts and jackets opens up new avenues for advertising, allowing brands to reach consumers in unique and interactive ways. - **Innovative Marketing Techniques:** The introduction of pitvertising demonstrates the constant need for businesses to explore and adopt innovative marketing techniques that disrupt traditional advertising methods. ### Sectors Adopting This - **Advertising:** The advertising industry can take advantage of pitvertisements to offer brands cutting-edge marketing solutions that break away from traditional display channels. - **Deodorant:** The deodorant industry can explore pitvertising as a disruptive innovation opportunity to differentiate their products from competitors by incorporating unique and attention-grabbing advertising techniques. - **Wearable Technology:** The wearable technology industry can tap into the emergence of pitvertisements by developing specialized wearables that seamlessly integrate digital screens, opening up new possibilities for interactive advertising and communication. ## Related on Trend Hunter - [Underarm Celebration Initiatives](https://www.trendhunter.com/trends/freethepits.md) - [Antiperspirant Sports Partnership Campaigns](https://www.trendhunter.com/trends/dove-x-the-us-open.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Meat Sweat Campaigns](https://www.trendhunter.com/trends/meat-sweat-defense-kit-1.md) - [Sensory Outdoor Posters](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign.md) - [Interactive Grooming Brand Pop-Ups](https://www.trendhunter.com/trends/lower-body-spray.md) - [Sweating Billboards](https://www.trendhunter.com/trends/sweating-billboard.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md)