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”.
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3 Comments
PKM
Well, at R46 an issue, they are going to have to up their game…
Rudzanifloyd
I hear David Bullard will be writing a column there. Any truth to this?
Circulation Steve
Tracey McGregor again – havent South African males seen every inch of the vacuous McGregor girls already? Its going to have to be a bloody good read if its to get sustainable circulation – frankly I find the whole concept outdated . And another thing – I like checking out a nice pair of noombies as much as the next oke, but if I turn the page and see David Bullard….
Well , I just cant afford that much therapy.