Brought to you by Emap lads mag FHM and agency Cunning Stunts - the people famous for projecting a naked image of Gail Porter onto Big Ben - the latest ad medium could be said, like all the best campaigns, to have an effect on the bottom line. Yes, advertising has arrived on bums.
Last weekend FHM paid models a fee to wear a temporary tattoo advertisement for its 'High Street Honeys 2003' competition on their backsides, while wearing nothing more than a slender G-string. The lucky lasses then paraded up and down Brighton and Blackpool beaches to raise awareness of the contest.
If you missed it, don't worry. The 'Backsides' campaign will run for the entire summer on beaches across the UK.
Shelley Wilson, marketing manager for FHM, says bums are the perfect medium for High Street Honeys, which is a "celebration of the best-looking undiscovered women in the UK". She adds: "The idea behind Backsides was to take advantage of the summer weather the UK has been promised this year. At the same time we hoped to give young people a chance to earn some money this summer."
Ahh, how charitable. And indeed, socially responsible. So not an excuse for a bit of sexist British seaside humour at all then.
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