In my weekly column for Marklives.com (Africa’s foremost site on marketing and advertising), I select one South African ad to feature as my Ad of the Week. (Sometimes we even find something done for another country by a South African agency, but we try to keep the SA connection.)
This week looks back to “the month of love” — an integrated campaign done in February for Jet, by Joe Public United.
It’s called “Love yourself, love your body” and it celebrates women of all different shapes and sizes — not just models. Putting plus-size and slightly older, or ‘normal looking’ (for lack of a better term) models into lingerie is a brave, but smart, move that tells Jet customers that it understands them, and is on their side.
Read more, and see the campaign on Marklives.com.