UNDERWEAR COVER-UP

Since when is any kind of ad too hot for New York? Ask the staff at Siddall, Matus & Coughter.
During the Richmond, Va., agency’s launch of Jersey Gardens, a new shopping mall in Bergen County, N.J., a sexy yet silly print ad was bumped from publication in several New Jersey newspapers. In addition, an outdoor media company owner had SM&C remove a wall banner version from the side of a Manhattan building as well as from a billboard.
If that wasn’t enough, the Port Authority of New York and New Jersey reported a traffic tie-up on the N.J. Turnpike as drivers slowed down to check out the ad at another billboard
location. So it, too, came down.
After each of the media rejections, SM&C replaced the offending lingerie ad with other print work whose models sported more clothing. But the original response lingers.
“It was a surprise to me,” said Roy Davimes, the copywriter on the campaign. “We were shocked that they were shocked.”
–T.W.Siebert