After boobs, now legs too!

A unique way of promotion where the manufacturers are happy, models are happy and customers are happy too. 

After boob advertising, now we have walking billboards. Good ads normally should be where people are looking. It is a country known for its unique way of advertising. But now Japan has gone one step further with women renting out their bare legs for companies to market their products in return for payment.

legAd-1Women in Japan have become moving billboards. Japanese women rent their legs to advertise, giving a new meaning to advertising. After a PR company started placing adverts on its models shapely bare legs and actually launching print ad campaigns. Public Relations Consultant, Hidenori Atsumi, spotted the potential in body advertisement. Japanese advertisers are banking on it, offering women money in exchange for the use of their thighs. Participants paste temporary tattoos of brand logos on their legs and spend the day exposing them to oglers. As of November 2012, about 1,300 girls have already registered their legs as ad space with Absolute Territory PR, and the number keeps increasing. According to Eichi Atsumi – a spokesperson at the company running the service – the only guidelines that have to be met to get the job are that the registered person is connected to at least more than 20 people on some social network and that they are over 18 years old.

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The new style of promotion involves a woman who walks around the city for eight hours each day with the images painted on the thighs or wearing the advert, which comes in the form of a temporary adhesive. The models are encouraged to dress up in mini-skirts and long socks so they can look more attractive while carrying around advertisements. Shapely legs automatically attract attention of young and old people; thereby an increasing number of eyeballs everyday! Women can expect to earn between $13 and $128 for one day’s work. One can assume this marketing strategy would work particularly well for products or services geared to a male audience.And sure enough, the clever marketing strategy is proving a huge hit with businesses all across Tokyo. And it’s just not companies who are getting in on the act as rock band Green Day recently employed the service to promote the Japan release of their new CD, !Uno!

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A unique way of promotion where the manufacturers are happy, models are happy and customers are happy too. A win-win situation for all those who are involved, and a happy one at that. From boobs to legs; where will it end? Though it could be classified as a blatant objectification of the female body, PR’s crafty campaign is a glimpse into the future of advertising.

* To be here or to communicate: aneelanike@gmail.com

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