TBWA ads for fcuk tap subconscious

TBWA GGT Simons Palmer is to extend its controversial French Connection advertising into the realms of the subconscious with a new ’subliminal’ campaign.

TBWA GGT Simons Palmer is to extend its controversial French

Connection advertising into the realms of the subconscious with a new

’subliminal’ campaign.



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

Standards Authority.



The ads were written by Trevor Beattie and art directed by Bil

Bungay.



Photography was by Blaise Reutersward while media planning and buying is

handled by Manning Gottlieb Media.



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