Short Shorts Leg Imprint Ad

Superette, a New Zealand fashion store, pulled off a genius guerilla campaign for their short shorts sale. They embossed park benches with the sale message, so when people sat down, the text transferred onto their thighs. Instantly, these people became walking ads.

Why It Works

• Turns ordinary behavior (sitting) into brand exposure
• Uses humor and surprise to grab attention
• Creates free, viral “advertisers” out of customers
• Perfectly matches the product being sold (short shorts!)

Real-World Examples

• KitKat turned benches into giant “Have a Break” bars
• Mr. Clean painted white stripes on crosswalks to show cleaning power
• Bounty placed giant spills (coffee, ice cream) in public areas to highlight absorbency