When a press release headlined “Legendary Rock God Gene Simmons & 25 Female Models Create World’s First ‘Ass’-vertising” pops into your inbox, you take notice. To promote season 2 of his A&E reality show, Gene Simmons Family Jewels, the KISS bassist and an “entourage of 25 gorgeous models” will be in Times Square Thursday at noon, handing out underwear etched with the title of the show. The models will presumably be wearing the garments. Gene hopefully will wear much more. Of course, Gene’s behind the times here. Steve Hall of Adrants treats readers to a new example of assvertising about once an hour. Hell, Steve noted that assvertising fatigue had set in (“Assvertising Gives Way to Buttvertising”) back in 2004. Still, as we learned in our talk with Gene last year, he’s savvy at self-promotion, so expect to see some coverage on the nightly news. UPDATE: Steve Hall rightly scoffs at Gene as well.

—Posted by David Gianatasio