# Lesbian Lipstick Smudges 'The L Word' Guerrilla Ads By Ayman | Published 2008-10-08 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/the-l-word-lipstick-smudge References: [adsoftheworld](http://adsoftheworld.com/media/ambient/channel_6_lesbians?size=_original) & [sho](http://www.sho.com/site/lword/) The lesbian-themed TV show, *The L Word*, turned to ad agency Leo Burnett, Ireland to promote the show on channel six. The target demographic was females between 18-49 years old. Leo Burnett came up with a [creative campaign](https://www.trendhunter.com/trends/o-positiv-health) that catches these females off-guard in [clothing stores](https://www.trendhunter.com/trends/glossier-and-shop). Double sided stickers of a [pink lipstick smudge](https://www.trendhunter.com/trends/lancome-juicy-kissing-web) were printed on cotton and placed on the collars of blouses. However, instead of the typically male “got caught” phrase, the reverse side says “It’s a girl on girl thing” with the TV show’s logo and the show’s air date and time. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 47% | Activity: 55% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, 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's Driving This Trend - **Guerrilla Marketing:** Opportunity for businesses to create unconventional and memorable advertising campaigns that catch consumers off-guard. - **Targeted Advertising:** Opportunity for businesses to tailor their advertising messages to specific demographic groups, such as females between 18-49 years old. - **Creative Promotional Strategies:** Opportunity for businesses to think outside the box and come up with unique ways to promote their products or services. ### Who This Affects Most - **Advertising:** Opportunity for advertising agencies and companies to explore innovative approaches to reach and engage their target audience. - **Fashion:** Opportunity for clothing stores and fashion brands to collaborate with creative agencies for unique promotional initiatives. - **Television:** Opportunity for TV shows and networks to leverage creative advertising strategies to increase viewership and audience engagement. ## Related on Trend Hunter - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Influencer-Led Mascara Campaigns](https://www.trendhunter.com/trends/milani-cosmetics-and-the-lipstick-lesbians.md) - [Cheeky Hygiene Company Campaigns](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Silent Drama Campaigns](https://www.trendhunter.com/trends/hypnose-drama-mascara.md) - [Cheeky Adult Wipe Campaigns](https://www.trendhunter.com/trends/goodwipes-launched.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md)