Kudos to Crispin Porter + Bogusky for breakthrough creative (and creative thinking) in promotion of the VW Rabbit. For an upcoming back cover buy of Playboy, CP+B arranged for the lovely trio of Bunnies gracing the September front cover to make a second appearance in their back cover ad — in an exact, reverse-angle image, with one woman sporting a tattooed VW Rabbit logo on her lower back, in place of the famous Playboy Bunny icon she carries on her torso. And yes, even the typography — including Playboy masthead — is reversed, suggesting a true "flip side" view of the cover. Sell copy reads: "The Volkswagen Rabbit. It's Back."
Every agency and marketer should strive for this high level of unique-thinking genius. Not only does this back cover deliver the goods creatively — who wouldn't notice it and the brand it's selling, particularly the young adult male audience Rabbit covets? — it's got great legs, as the accompanying media buzz will add millions of dollars of additional weight to what, for lesser thinkers, might be just a simple, one-page buy.
Source: Brandweek, NOISE
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