pitvertising

Reported in The Guardian

'Pitvertising' - the new whiff of adland

July 17, 2008 5:30 PM

TV is the pits! No, I'm not moaning about the quality of the programmes on British television - I, for one, can't get enough of Kirstie and Phil's Property Guide on More4. It really is the pits with this ingenious new advertising idea - "Pitvertising"! The landmark, ground-breaking, never-been-done-before initiative features digital TV screens built into the armpit of a shirt to promote - what else? - Right Guard deodorant. Of course it does! "Pitvertising is a new and unexpected way of reminding the consumer to stay cool this summer!" says Right Guard. Yes, and another reason to slap your forehead and yell: "Oh Lord, what is the world coming to and why do I appear to be so out of step with it?" Coming soon: pantvertising (condoms), footvertising (thought about buying a new pair of shoes sir?) and specvertising - adverts stuck to the front of your glasses. For Specsavers, obviously.

One would hope that the people used by the deodorant company or their advertising agency would smell nice.

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It's only Tuesday. Sigh!