Right Guard is testing a dubious new advertising tactic in London that tries to get people to look into other people's armpits. “Pitvertising,” as it’s known, involves sewing tiny TVs into shirts worn by hired guerrilla teams, who swarm the subways and shove their armpits in everyone’s face, in the hopes that they’ll watch a Right Guard commercial on the screen. The whole thing, of course, is the pits (even Axe’s legendary Pitman would probably disapprove), and is rivaled in its distastefulness only by that other burgeoning bodily ad medium: crotchvertising. Via Gizmodo.

—Posted by Tim Nudd