Fcuk has launched banner ads aimed at an urban, style-conscious
audience to promote its controversial new 'kinky bugger' campaign, which
has been banned from TV by advertising watchdog BACC.
Sites used for the two-week banner drive include Ministry of Sound,
Empire, Vogue, FHM.com and Glamour.
Fcuk saw its 'kinky bugger' campaign banned from television by the
Broadcasting Advertising Clearance Centre (BACC) for a script accused of
being packed with an 'unacceptable level of innuendo'.
As a result, viewers can only see the ad, which features a young couple
engaging in foreplay, in cinemas or by visiting
www.fcukinkybugger.com.
The banners drive traffic to the site, where visitors are tested on
their level of kinkyness and shown a short film based on the ad
appropriate to their answers. They are also offered a range of kinky
slogan t-shirts.
Media planning and buying for the banners was done by Manning Gottlieb
Media (MGM), whose head of new media Jean-Paul Edwards described the
creative as a tease.
He insisted: 'This campaign is targeted at an urban, fashion-conscious
audience that won't be offended by the images.'
The web site was created by Deepend, which also built
frenchconnection.com, a copycat site showing off the brand's
spring/summer collection, plus store information.
The controversial TV ad was written by Trevor Beattie, and directed by
Jonus Akerlund, for TBWA.
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