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Provocative Bookselling

Debolsillo Bikini Ad Campaign

— December 1, 2008 — Marketing
This pocketbook with bikini tan lines is an ingenious print ad for Debolsillo Publishers (a subsidiary of Random House). The inconspicuous little label on the swimsuit modestly says, "This summer, read a book."

It's an extremely creative and concise way of creating a provocative tone without actually having a single woman photographed.

Ad agency Bassat Ogilvy of Barcelona proves with this ad that reading can be sexy, especially in the sun.

Implications - This is an extremely creative way to encourage people to pick up novels instead of their laptops. Unfortunately, technology has had harsh realities for print, and consumers are now opting for electronic books. Perhaps innovations like this will shift their interest.
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