Voting makes you sexier, says wonderfully garish U.K. campaign

As the 2024 elections approach, a new campaign from Saatchi & Saatchi and Dale Vince, founder of Ecotricity, encourages young people to vote—by arguing it boosts sex appeal. The promiscuous U.K. campaign, called “Voting Is Hot AF,” features vibrant OOH and social images designed to insinuate sexual imagery. The ads, which reimagine the “X” check mark from voting to represent attraction or X-rated, play on modern dating culture, with taglines including “Get polled,” “Talk turnout to me” and “18+ for a reason.” The campaign comes as youth turnout has been lower than other demographics in the U.K., with a third of the population up to 34 abstaining, pun intended, according to a study from YouGov. The work kicks off the U.K.’s “Just Vote” campaign which aims to engage young people to turn out for a July 4 election. As the old saying goes—sex sells. Popular Creativity stories from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Voting makes you sexier, says wonderfully garish U.K. campaign

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