TBWA GGT Simons Palmer is to extend its controversial French
Connection advertising into the realms of the subconscious with a new
The agency is to launch a series of poster and press ads featuring the
words, ’Subliminal advertising experiment’, and a cropped picture of a
model wearing a pink top. Read vertically, the letters spell out the
word ’sex’. The only reference to French Connection is the ’fcuk’ logo
in the corner of the ad.
The posters go up on 15 February, supplemented by press ads in the March
issues of style magazines. The work will appear in shop windows and on
bus tickets and flyposters. Following the launch ad, the subliminal
theme will be continued in a series of executions and the campaign may
also include TV later this year.
Trevor Beattie, the creative director of TBWA, said: ’The reason people
like French Connection ads is that they are intelligent and you don’t
get them instantly.’
Stephen Marks, the chief executive of French Connection, added: ’We
understand the power of advertising. It works for us. Now we’re going to
explore the power of subliminal advertising.’
The campaign was produced under the guidance of the Advertising
The ads were written by Trevor Beattie and art directed by Bil
Photography was by Blaise Reutersward while media planning and buying is
handled by Manning Gottlieb Media.