CAMPAIGN-I: Private surf - Dave Waters, the creative director at Duckworth Finn Grubb Waters, tries Deepend's French Connection work on for size

T-shirts with fuck written on them. What fantastic advertising.

It's brilliant. Like all men, particularly men in difficult mid-life, I

find myself looking at every girl's t-shirt. When she's advertising

'fuck' across her bosoms I just stare. It's perfectly legitimate. Any

girl who wears 'fuck' on her breasts is asking for it. And, of course,

subliminally I'm remembering the name of the brand.



Obviously, I couldn't resist www.fcukinkybugger.com. As if fuck wasn't

enough of a come-hither, kinky bugger is the foot in the door. I got a

cup of tea, a box of Kleenex and logged on.



You kind of suspect from the name that this is going to be a short step

away from Gary Glitter stuff. When it was advertised as a TV ad so

contentious it got banned, well, I thickened despite myself.



I went through the site's clever test to see what level of raunchiness I

was best suited to and, as a being so sexually charged that I should be

in rehab, up comes the corresponding edit of the ad.



Boy and girl talk to each other, there's something about a condom and

then the boy says kinky bugger. There's a bit of scrabbling at each

other's clothes and she's clearly a bit of a minx but, to be honest ...

nothing happens.



Now, I've seen Tarrant on TV and I know there are commercials out there

that have been banned for very good reasons. Frankly, I was

disappointed.



I wandered around the rest of the site, a fairly anodyne catalogue, a

run-of-the-mill shopping thing, all very nice and matching the posters

for type and style. But having aroused me with all that foreplay, the

site didn't come across.



I'm at a difficult age and, frankly, maybe slightly jaded by the

pictures at Rotten.com. And, in truth, maybe it doesn't matter how

outrageous the ad is. This is a valiant attempt to subvert the media

(television, internet and press) and gain disproportionate fame instead

of running just another telly ad.



As such it's a great success and I wish I'd done it.



www.fcukinkybugger.com

Owner: French Connection

Site: positioning Online awareness campaign for French Connection

Launched: February 2001

Developed by: Deepend



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).