B/O ‘Whips’ Up Interest in Men’s Magazines

ATLANTA Boone/Oakley will launch a print advertising campaign in the March issues of men’s magazines to introduce a new program on the Speed Channel, the shop said.

The full-page ads will run in Playboy, Maxim, MPH, Stuff, FHM and Maxim Blender from March through May.

The new program, Unique Whips, will air at 9 p.m. on Wednesdays starting Feb. 23. The show features luxury car customizing for celebrities and was filmed at Will Castro’s Unique Autosports in Holbrook, N.Y. Castro’s has customized cars for the likes of Jennifer Lopez, Spike Lee, Eminem, Busta Rhymes, Yao Ming and Latrell Sprewell.

Each ad shows a luxury car, including a Lamborghini, with headlines such as “You’d think that a $300,000 car would come with everything. Apparently not” and “Your car has bling. But does it have Castro.”

The independent Charlotte, N.C., shop has completed assignments for Speed Channel, a division of Fox, in the past two years. B/O also does project work for Nascar.