NEWS: Firetrap campaign taps into youth culture

Firetrap, the hip clothing company, is to launch a controversial print campaign that uses blatant references to sex and drugs in a bid to raise its profile.

Firetrap, the hip clothing company, is to launch a controversial print

campaign that uses blatant references to sex and drugs in a bid to raise

its profile.



The campaign was created by M&C Saatchi’s senior creative partners, Gary

and Paul Marshall, in conjunction with their former Bean MC colleague,

Mark Cramphorn, now a partner at Bean Andrews Norways Cramphorn.



It consists of a series of bright, simplistic cartoon drawings set

against a red background.



The first ad depicts a miserable-looking couple sitting on a sofa, next

to the image of a bold, stripey top from Firetrap. The copyline reads:

‘A relationship should be the only dull, boring thing you’re in.’



The second ad shows a yellow jacket alongside a drawing of a chirpy

looking chap in bed with two naked women with the line: ‘Make what’s on

your body as exciting as what’s on your mind.’



The third, and most controversial, ad shows a syringe full of yellow

liquid next to a pair of Firetrap jeans. The copyline beneath proclaims:

‘What you put in your body is your business. What you put on it is

ours.’



The pounds 250,000 campaign breaks in September in style magazines such

as Loaded, the Face and Dazed and Confused. It will also be flyposted in

major cities.



Gary Marshall said: ‘Yes, they are slightly edgy but we don’t anticipate

any problems because of the places they will be running.’



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