(Y&R) shows there’s more to PLAYBOY than centerfolds
Issued by: Young & Rubicam
16 Mar 2012
Y&R South Africa was briefed by PLAYBOY SA to develop a print campaign to help shift perceptions about the magazine, reaffirming its position as being more than just a centrefold. Although the publication has always placed a significant focus on intelligent journalism, publishing iconic interviews and in-depth features, there’s been an uninformed local myth that readers will only be exposed to pictures of naked women.
Commenting on the brand, the Editor-in-Chief, Charl du Plessis had this to say, “For 58 years, PLAYBOY has shaped the world in which we live, through quality writing, an irreverent tone towards society’s ivory towers and assumptions, and in trumpeting a mature and respectful relationship between genders. It is a liberated, brave and intelligent space that we call ‘happy man space’. This campaign was conceived to address local misconceptions about the world’s best-selling men’s magazine.”
Graham Lang, Y&R SA’s Chief Creative Officer, added, “This brief presented us with an opportunity to reaffirm PLAYBOY’s status as the ultimate men’s magazine. We wanted to appeal to the intelligence of the reader, but in a tongue-in-cheek way. In each scenario, the magazine content manages to steal the focus away from the girls, and keeps the men engrossed in the reading material, underpinning the key message – that PLAYBOY is about more than just centrefolds. Bringing on Jesse-Leigh Elford to shoot was key, as he brings a visual sensibility that makes the narrative of each set-up timeless and cinematic.”
The campaign rolls out this month and is aimed at both the media and consumers.