Remington plays on pubic topiary fad in new Grey campaign

Remington is taking its cue from Sex and the City with advertising to support the current fashion fad for pubic hair trimming.

Grey Worldwide London has produced the national magazine, website and viral campaign, part of a major initiative by the electrical appliance manufacturer to ditch the old associations with its late owner, Victor Kiam, and build its profile with younger consumers.

The £250,000 campaign supports the company's Bikini Trim & Shape and takes an irreverent approach by suggesting some of the exotic styles users might consider.

The ads, produced by the creative team of J Marlow and Jimmy Blom and shot in silhouette by Alan Clarke, used some of the agency's own staff as models.

MediaCom is buying media for the campaign, which breaks next week in magazines including Cosmopolitan, Red, Marie Claire, Heat, OK! and Now.

The print work is being supported with a website and postcards that will be distributed in pubs and clubs.