‘Penthouse’ Likes It ‘On Top’

NEW YORK How many takes does it take for two Penthouse models to perfect a catfight?

Two, actually, in the case of a February shoot for a new Web site in which 2007 Pet of the Year Heather Vandeven and runner-up Krista Ayne squared off in a mock altercation. The site, mypleasurepet.com, launched today.

“Remember, Krista—you’re walking in to confront Heather,” said Fritz Westenberger, co-president and cd at ad shop Sugartown Creative, during the recent filming of the clip here at Brooklyn Studios.

Ayne wore a red mesh top, hockey gloves, red short shorts and clear plastic heels. And she brandished a hockey stick.

As the fight started, Vandeven winced and began to laugh. Ayne has committed a foul of sorts, inadvertently striking her opponent’s breasts. The cameras stopped rolling.

On the next take they got it right, with the women tussling in spirited fashion. Since this is Penthouse, Ayne wound up with her jersey pulled over her head—and her bottom lightly spanked.

“It’s like a Maxim where the girls take their clothes off,” said Westenberger.

While decidedly inviting, the content probably shouldn’t be accessed at work. The site takes the form of a free online game that shares some similarities with Crispin Porter + Bogusky’s “Subservient Chicken” effort for Burger King.

But users don’t digitally control some guy in a chicken suit. Instead, they get to put scantily clad Vandeven through some R-rated paces.

For example, clicking on various glasses brings up drink-related actions and corresponding articles from that month’s magazine. (One command causes the model to pop a bottle of bubbly and drench herself.)

Players must figure out what Vandeven likes and dislikes. The grand prize: footage of her and her friends, sans clothing.

Sugartown designed the site with assistance from i-shop Modern Publicity.

Pointers on Penthouse.com, teaser videos (spoofing Apple’s Mac vs. PC ads) and public relations will drive site traffic.

The work introduces a new tagline, “Life on top.”

“The line is all about showing the top girls, people on top of their game and being on top of what is going on in the world of video games and drinks,” said Diane Silberstein, president and publisher of Penthouse.

The effort all told costs less than $1 million, and marks Sugartown’s first major push for the client since the New York independent added the account last year.