French Connection takes "subliminal" approach

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LONDON--Fashion retailer French Connection has unveiled the latest international campaign in a controversial series from TBWA GGT Simons Palmer, London, and it takes a sideswipe at the ad industry.

"Subliminal advertising experiment" -- the tagline on posters, print, bus tickets and flyposters across the U.K. -- is laid out so that the word "sex" can be read vertically. Trevor Beattie, high profile creative director at the London agency, says the ads represent "having a bit of fun at the expense of our own business. `Subliminal' advertising has had an almost mythical reputa-tion for decades -- we'll be exploiting it to the full."

The ads, bearing the French Connection hallmarks of a cropped shot of a model and large amounts of white space, will launch in New York on city panels and taxi tops from March. A TV campaign, in the U.K. at least, is set to follow later in the year, with other "cheeky messages" hidden in the text. The budget was not disclosed. Media is bought through Manning Gotlieb Media, London.

Copyright February 1999, Crain Communications Inc.

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