It seems like we cant get away from product placement these days. Whether its E.T. eating his Reece’s Pieces, Harry Potter wearing Converse, or the four hour marathon commercial that is the SuperBowl, we’ve come to expect that we’ll have products flaunted at us from almost all angles of life. And now it seems that the even the hallowed world of S&M is no longer safe from corporate intrusion.

Massad, the oldest S&M magazine in the Netherlands, have introduced Spankvertising. The basic premise is that during S&M parties, Sofia Valentine, the Tiger Woods of porn (so I’ve been told…from a friend…) walks around with the “Spankvertising Whip”. Upon receving a spanking from the paddle, the recipient is then left sporting “Massad, the S&M Magazine” on their rear end for all to enjoy.

Its an interesting concept, although I do question what was going through the advertisers head when they were deciding which pictures made the final cut for the poster. The booty used in the top right image is far from the conventional concept of “sex sells”. I’m guessing thats what appeals to the fetish crowd however.

It proved to be a worthwhile campaign, as it got picked up by various media channels and received plenty of free publicity. Aside from the fee to Ms Valentine, it was a low budget, high reaching campaign.

Next we’ll have Durex sponsoring maternity wards.

Advertising Agency: New Message, Amsterdam, The Netherlands
Creative Directors: Hugo Rütter, Lennart Wienecke
Art Director: Joppe Andriessen

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