Man to Hitchhike Mostly Naked Across Canada for Charity (and an Underwear Brand) Mark McIntyre's fleshy return
Starting Wednesday, a walking, talking, pants-less billboard named Mark McIntyre will begin hitchhiking mostly naked across Canada. He will make the journey from Vancouver, British Columbia, to Truro, Nova Scotia, to raise money and awareness for "below-the-waist" cancers, as well as money and awareness for underwear brand Stanfield's. It's an updated version of a stunt that Toronto agency John St. created for Stanfield's in 2010, when McIntyre, a testicular-cancer survivor, spent 25 days live-streaming video of himself hanging out at home in his underwear. That effort handily succeeded in its goal of collecting 50,000 Facebook likes (for the campaign site, not the brand itself) in exchange for a $50,000 donation from Stanfield's to the Canadian Cancer Society, as well as a lot of chuckling press coverage for the cause and the advertiser.
This time, supporters can like Stanfield's Facebook page to see McIntyre's progress. There, they can also offer him rides, and vote to give him benevolent gifts like boots and sadistic challenges like swimming mostly naked in icy water. The weather forecast for Vancouver on Wednesday doesn't look great—misty and 40s, or pretty cold for no pants. If McIntyre makes it to Truro within 21 days, Stanfield's will donate $20,000 to the Canadian Cancer Society. He apparently gets to hold a sign that says "I'm doing this for charity," which seems kind of like cheating. It also makes sense, though, because without it, nobody in his or her right mind would pick up McIntyre at all. The campaign is called the "The Gitchhiker," because, for people who speak Canadian, "gitch" is apparently a common slang term for underwear. Also because people who work in advertising love puns at least as much but probably more than people who write headlines for the New York Post.
- FTC May Not Be Done With Google Yet
- IPG Shareholders Reject 2 Proposals, Including Gender and Race Reporting
- Are You Young and Male? Discovery Says This TestTube's for You
- Arrested Development Outbuzzing House of Cards
- Top Digital Publishers Praise Yahoo's Tumblr Deal
- How J.Lo Is Becoming A Wireless Brand
- Arnold Wins Avocados From Mexico
- BBC's Experimental 'Perceptive Radio' Will Personalize Content
- Having Shipped Its Pants, Kmart Now Offers You 'Big Gas Savings'
- And the 2013 Grand Effie Goes to ...
- Twitter's TV Ad Targeting Uses 'Video Fingerprinting'
- The 10 Best Commercials of 2012
- Group of Web Video Companies Band Together to Ensure Ads Are Viewable
- How KitchenAid Gave Us the World’s Coolest Mixer
- Geico Makes the Perfect Ad for Hump Day
- Lego Builds Awesome Life-Size Star Wars X-Wing Fighter, Its Largest Model Ever
AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.