But Are They Innies Or Outies?

In stressing the unconventional in two recent print ads, creative staff at two shops hit upon the same idea–belly button rings.
Ads for Philips’ new compact disc recorder and Bacardi rum (shown here) both use shots of a woman’s bare midriff and a shiny belly button ring. The similar work ran just pages apart recently in P.O.V., Rolling Stone and Entertainment Weekly.
The Philips ad, created by Euro RSCG GBHR in Paris and placed by Messner Vetere Berger McNamee Schmetterer/Euro RSCG, tells how the CD player lets customers make “a CD as unique as I am.” The ad by Ammirati Puris Lintas, part of its “Bacardi by Night” campaign, reads, “Banker by day, Bacardi by night.”
Bacardi-Martini USA marketing manager Carlos Perez played down the coincidence. “Obviously both brands are targeting the same type of consumer,” he said. Officials at MVBMS declined comment.
–Justin Dini and Sloane Lucas