In its highest profile ad campaign since one of its billboards made it on to the 6 o’clock news in the mid 90s, Pretty Polly (http://www.prettypolly.co.uk) is launching its new Silver Fresh range of trainer socks on billboards, bus shelters and other poster sites across the country from July 2, 2007. The flagship of the campaign could possibly be the tallest, most dramatic billboard poster ever seen in the UK.
Trevor Beattie, partner at agency Beattie McGuinness Bungay (BMB – http://www.bmbagency.com), is famous for his high profile Pretty Polly campaigns, starting with the mid 1990s’ Long Legs campaign, where billboards had to be turned on their sides to contain their lengthy limbs, creating a buzz that set the media alight and made national news. This time, BMB is going a step further: even the Chiswick Tower billboard – the tallest in the UK – cannot contain Pretty Polly’s Silver Fresh socks-clad feet, which have to burst out in freshness, 20 metres above the massive billboard!
This is the first of a series of high profile campaigns running for Pretty Polly. As well as the Chiswick Tower billboard, there are a number of mega six posters across the country with feet bursting out of the top, supported by more conventional posters in bus shelters, together with 120 health and fitness clubs.
Trevor Beattie, partner, says: “Stinking, bacteria-laced tootsies have honked their last. From this day forth, the nation’s feet will be forever fragrant, thanks to Pretty Polly Silver Fresh.
It is a story so good, we thought we’d take a six-storey billboard to tell it”.
The campaign for Silver Fresh is part of a £1 million national advertising and sports the endorsement campaign for Pretty Polly’s new Fresh Feet range, which includes ranges of women’s socks and fine hosiery.
Silver provides a freshness for feet that has till now been unobtainable.
Smelly feet are caused by bacteria which live and breed in sweat. The silver finish in Silver Fresh trainer socks destroys the bacteria by stopping it from breeding, so no odours can form. Bacteria cannot mutate to avoid the effect of silver, so no matter how much a user sweats, wearing these socks means their feet will not smell. Finally, busy women – flat out with jobs, children, relationships and even full-on workouts – can wear their trainers and trainer socks with confidence, no longer dreading the malodorous moment when they come to take those trainers off.
The Silver Fresh campaign runs nationwide for two weeks from July 2, 2007.
Mega six sites, with extra-height bursts of fresh feet, are located in cities including Leeds, London, Bristol, Manchester, Bradford, Croydon and Worksop. The giant Chiswick poster will be unveiled on Wednesday 4 July 2007.