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Laundrette Fantasies

March 29, 2012

Irreverence can be key for creativity. This is the message that the British guru of advertising, John Hegarty and the brain behind some of the most pioneering ads in history, made clear during his presentation last night. Going against the odds can stimulate not only your creativity but your brand’s sales.

Of course that first Levi’s ad to show Nick Kamen on boxers (since briefs were seen as too sexual) ended up doing more than just selling jeans. Boxers became cool again (long before the CK icons) and the male body openly became the object and not the subject of desire.

Change society’s perceptions and you are sure to have a success story. At least for a fleeting moment in the ever ending history of materialism.

(editorial from the latest I-D issue)

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