Playboy South Africa, version two, hit the shelves this week, after months of hype and a launch party in Johannesburg.
Following on the launch issue is an advertising campaign that is making use of billboards around the country. But don’t expect cover girl – the wasp-waisted Tracey McGregor – to be lit up, larger than life. Rather, the company has opted for the iconic black and white bunny logo to promote the brand, and to hunt for likely playmates.
“As one of the most well-known and celebrated brands in the world, we believe South Africans have been waiting to embrace Playboy South Africa as represented by the rabbit head logo! Our billboard campaign is designed to tap into that recognition and desire to identify with our brand,” said Playboy South Africa publisher, Jeremy Lawrence.
Of course, the ‘rabbit in the headlights’ factor played a role too. What else is there to do while sitting in traffic except read billboards en route?
Lawrence said he hoped to receive a strong response from possible playmates who might just be tempted into revealing all as the spot the ‘casting call’ billboards in KwaZulu-Natal, Western Cape and Gauteng. “The Bunny is back…” reads the billboard, and challenges prospective models by asking “Do you have what it takes?”
The billboards will be rotated every week for three months.
Playboy has also launched a television campaign on DSTV with a 15-second commercial that promises “a magazine that will match any man’s dream”.