New York Health & Racquet Club: A New York Booty Call

From New York nontraditional marketing shop Night Agency (www.nightagency.com) comes a street stunt, for the New York Health & Racquet Club, that CD Scott Cohn

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From New York nontraditional marketing shop Night Agency (www.nightagency.com) comes a street stunt, for the New York Health & Racquet Club, that CD Scott Cohn likes to call "ass-vertising." It simply involves baring your undie-clad butt, with a big message writ on it, to people in the street. It sounds so easy. Hasn't this been done before? Cohn doesn't think so. "We like to believe we created the concept of ass-vertising, as well as having coined the term. Our hope with ass-vertising is that an impression will be the result of a more meaningful exchange than mere street soliciting. It's our gift to urban consumers, who are assaulted with ad upon ad as soon as they hit the street. More comedic than titillating, ass-vertising is meant to disarm, to captivate and to generate interest." OK, but it seems a little tame in light of how far pop culture has already plunged down the toilet. Why not put the message on bare cheeks, with just a little butt floss for that tasteful touch? Well, maybe later. "This first campaign with NYHRC was a true test," says Cohn. "The idea of stenciling on naked buttocks had occurred to us, but for starters we felt it necessary to gauge the response with screen-printed panties and briefs. Key reactions would be those of police and security personnel; tourists; families; construction workers; the homeless; and the insane." The latter two categories are distinctly interrelated, but results were good across the board. "Each girl was deployed with a male partner ass-vertiser who doubled as a covert security agent," explains Cohn. "Happily, there were no instances of violence or extreme depravity. One girl got her ass pinched and one guy got his ass slapped. But spirits were high, and the overwhelming effect was one of silliness and community. One unforeseen result was tourists and passersby taking digital pictures, allowing for the spontaneous creation of personalized ads with the brand prominently featured. They'll e-mail it to all their friends: 'Hey, check me out with these hotties!' " Viral ass-vertising, sweet.
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About

Credits
Date
Jul 08, 2004
Client:
New York Health & Racquet Club
ECD/Creative Director:
Scott Cohn
Design:
Scott Cohn
Illustration (New):
Scott Cohn
Executive Producer:
Evan Vogel
Executive Producer:
Darren Paul
Director of Photography:
Brian Chang
Agency:
Night Agency
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