Strangely malevolent narratives and oddly threatening photography for a tanning product? Hell, yeah, and it still manages to retain the necessary sun-kissed sex factor. The product is called Tattoo, after all; it's a "tanning maximizer lotion, and the target market is people who are hardcore tanning junkies who want a deeper, darker tan while tanning in a salon bed," explains Vincent LoPresti, CD at Dallas agency Signal. "The idea behind this campaign is that this is a potent lotion that will bring out your dark side - literally. We really wanted to create an image that would make people feel a little 'bad to the bone' when they put it on. Sort of a secret vice for suburban soccer moms who tan." Another killer execution has a chick plunging a knife into a car tire.
Client: Supre Tanning Products Agency: Signal CD/AD: Vincent LoPresti CW: Gib Shellenberger Photographer: John Mo